Study Finds That Face Masks Are Changing Beauty Standards and What We Deem Attractive

A new study shows face masks remove “beauty standards.”

Should masks be included in catfish starter kits? No, but seriously, a new study found that the masks we wear to protect ourselves from the spread of COVID-19 may also break down beauty standards and mold what we deem attractive nowadays.

The International Journal of Hospitality conducted a study led by researchers from Washington State University and two Chinese schools, Shanghai Business School and Southwestern University of Finance and Economics. The researchers used more than a thousand Chinese participants who took online surveys in the study. They answered questions about how they would interact with customer service-based workers like hotel clerks and wait staff based on photos of fictional employees.

The photos had several variations of facial symmetry that scientists have found to be traditional perceptions of attractiveness, Salon.com reports. The researchers found that participants were less influenced by the masked fictional workers’ looks and focused more on their satisfaction as a customer. The news outlet reports that the “average-looking” workers were chosen as more attractive because their masks covered more of their faces. Participants didn’t rate the more “attractive” male workers any differently. However, men did think the female fictional workers were less attractive because they were wearing a mask.

“Facemasks can enhance the customers perceived attractiveness of average-looking employees, and thus customer satisfaction,” wrote the authors.