How culture affects Asia’s pursuit of beauty

Shilpa Madan and Shankha Basu

New research indicates that Asian countries have different attitudes toward beauty than Western markets.

The quest for beauty is universal, but are some cultures more motivated than others?

The beautiful princess, a handsome prince and an ugly villain. While the villain is left to rot (often in jail or in hell), the prince and princess live happily ever after. But this is just folklore, right? Surprisingly, when it comes to beauty, such success is not limited to fairy tales.

Studieshave shown that “beautiful people” are more likely to get better grades, earn more, and are luckier in love. In the job market, attractive candidates are more likely to get hired, be considered more...

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