The impact of the New World contact on pre-contact Hawaiian beauty ideals was initially subtle but eventually transformative.
The arrival of westerners, introduced entirely new concepts of beauty, often rooted in the european aesthetics of early settlers that valued lighter skin, different body proportions, and a rejection of traditional practices that wre seen as peculiar to their own.
This clash of cultures laid the groundwork for a gradual shift in Hawaiian beauty standards over time, particularly as western influence grew.
Fast forward to today's saturated and digital-based society; the complexities intensify.
The hyper-visual nature of platforms exposes individuals globally to often heavily filter, curate, and edit themselves; frequently perpetuating narrow and often unattainable beauty ideals that echo western preferences as the monopolising superpower.
For contemporary Hawaiians, this digital landscape presents a unique challenge. While pre-contact ideals emphasised health, vitality, and a different appreciation for body size, the intoxicating influence of globalised beauty standards (amplified by social media) can lead to an internal battle between the safety of a known culture, and exploring the new and the bold.

The Physique of Ancient Hawaiians

Cultural appropriation of hula-girls and native practies

Focus on inner beauty and confidence: Hawaiian culture places a strong emphasis on the Aloha Spirit, which prioritises kindness, respect, and a positive attitude, contributing to a beauty standard that values inner qualities as much as physical appearance.
Currently, beauty standards in the region are shifting towards a more inclusive and natural aesthetic, celebrating diverse body types and features that show pride and connection to the lands with a focus on embracing one's natural polynesian/ indigenous heritage; often characterised by a preference for tanned skin, curvy figures, and a laid-back, confident attitude. This is partly due to the increased visibility of local models and influencers representing a wider range of appearances across global stages that always find their way back home. Kingdom of Hawaiʻi (1795-1893): * Increased westernisation and changing body shape ideals:
The aliʻi (ruling class) increasingly adopted western fashion, which favored more slender silhouettes. This began to shift body shape ideals, associating thinness with modernity and status.
* Further erasure of indigenous features:
The suppression of Hawaiian culture, including language and traditional practices, prevailed. The overt marking of the body became less common, contributing to the erasure of a significant visual aspect of indigenous identity. Territory of Hawaiʻi (1898-1959): * Dominance of "american" beauty standards:
American media heavily influenced beauty ideals, and rewrote narratives to fit the era - the "hula girl" image, often sexualised women, and further contributed to a distorted and commodified view of acceptable Hawaiian beauty, often erasing authentic outlooks which take much more into consideration.
  * Erasure Through Stereotyping:
Indigenous features were often exoticised or stereotyped in media, further distancing them from mainstream beauty ideals and contributing to a sense of otherness, and rejection. Statehood Era (1959 - Late 20th Century): * Continued influence and emerging counter-narratives:
US media remained a powerful force, but the Hawaiian cultural renaissance began to push back, re-emphasising the value of indigenous heritage and aesthetics through efforts to revive Hawaiian language and cultural practices. This also saw a renewed interest in traditional arts and aesthetics through; media channels, increased sharing of folkore, and feeding off of the counterculture era - youth rebellion to the status quo. There also began a growing appreciation for diverse body types within the context of health and Hawaiian cultural values. Late 20th Century - Present (Digital Age): * Globalised and western-dominant digital landscape:
Social media often amplifies western beauty ideals as the benchmark for social mobility due to the marjority of mass media (and opportunity to consume said media) comes from nations which seized control of others to extract, alter, and homogenise into a world-view. Thus contributing to body image pressures through curated, and often unrealistic, visuals prevalent online contributing to body dysmorphia, particularly when individuals compare themselves to these often unattainable standards.
  * Reclaiming and celebrating ondigenous features online:
On the inverse, the commodification of scoial media and the rise of influencer culture has seen the powerful platforms becoming a self-directed production of Hawaiian influencers and individuals to showcase and celebrate indigenous beauty including darker skin tones, natural features, and cultural adornments. While debated that the influx of content around the region has contributed to gentrification, this act recalims control of hawaiian perceptions amd media, and is a counter-narrative to historical erasure.