The concept of idealized beauty standards has fascinated women for centuries, making them pursue unrealistic standards of beauty augured by cultural messages and images promoted by a variety of sources. This research studies the anthropological perspectives of manufactured beauty standards since the late 19tth and early 20th century, which have received scant attention in marketing research. Guided by the perspective of gendered subjectivity of manufactured beauty standards, this research shifts the narrative from beauty as a mere consumption practise towards attributing women's perspective of beauty to patriarchal regimes of body and the degree of agency determining personal choice. The research focusses on the study, practice, and actual meaning of beauty in day-today life through historical perspectives since the late 19 th century, leading toward the formulation of the ideal body image, introduction of cosmetics, and the changing faces of cosmetic marking amidst a backdrop 1 Neetu Singh is a PhD in Fashion Business. Her areas of interest are marketing, branding, retail management, and supply chain management in fashion. Her research interests include brand experience in fashion retail, consumer behaviour studies and supply chain management in fashion. She works at the grassroot level with artisans and craftsmen ,working towards community betterment and revitalising languishing textile art forms of India. Alternatively her research publications have delved deep into circular economy, sustainable textile and apparel supply chains and creation of optimal service experience in the apparel retail industry. 2 Niketa Chakraborty is a course lead of fashion communication at Pearl Academy. Her areas of interest are Marketing, Management, / Strategic Thinking: Strategic Management, and Advertising Management. Her research works include consumer behavior studies in sustainable fashion and marketing performance and analysis of firms. of cultural, economic and political changes by the early 20 th century. Data for this research has been collected and analysed from various literary sources, like books, publications, journals, and Internet archives to understand the role of print magazines, advertisements, and Hollywood culture influencing the advent and spread of cosmetics through marketing during this era. The findings indicate that the middle-class rise in consumer culture created opportunities for beauty and fashion industries, which created a commercial mass media perpetuated "beauty culture," projecting beauty and fashion as representations and sold to women consumers as tangible goods and services. RESUMO: O conceito de padrões de beleza idealizados tem fascinado as mulheres durante séculos, levando-as a perseguir padrões de beleza irrealistas, alimentados por mensagens e imagens culturais promovidas por uma variedade de fontes. Esta investigação estuda as perspectivas antropológicas dos padrões de beleza fabricados desde o final do século XIX e início do século XX, que têm recebido pouca atenção na investigação de marketing. Orientada pela perspetiva da subjetividade de género dos padrões de beleza fabricados, esta investigação desloca a narrativa da beleza como uma mera prática de consumo para atribuir a perspetiva de beleza das mulheres aos regimes patriarcais do corpo e ao grau de agência que determina a escolha pessoal. A investigação centra-se no estudo, na prática e no significado real da beleza na vida quotidiana através de perspectivas históricas desde o final do século XIX, conduzindo à formulação da imagem corporal ideal, à introdução de cosméticos e à mudança das faces da marcação cosmética num contexto de mudanças culturais, económicas e políticas no início do século XX. Os dados para esta investigação foram recolhidos e analisados a partir de várias fontes literárias, como livros, publicações, jornais e arquivos da Internet para compreender o papel das revistas impressas, dos anúncios publicitários e da cultura de Hollywood que influenciaram o advento e a difusão dos cosméticos através do marketing durante esta época. Os resultados indicam que a ascensão da classe média na cultura de consumo criou oportunidades para as indústrias da beleza e da moda, que criaram uma "cultura da beleza" perpetuada pelos meios de comunicação de massas comerciais, projectando a beleza e a moda como representações e vendidas às mulheres consumidoras como bens e serviços tangíveis.