The history of the psychology of cosmetic treatments

The history of the psychology of cosmetic treatments goes far back in time and reflects changing ideals of beauty over the centuries.
The psychology of beauty standards is a fascinating subject that has changed significantly over the centuries, influenced by cultural, social and economic factors.
One of the earliest documented cases of plastic surgery dates back to ancient India (600 B.C.).
The surgeon Sushruta, called the “father of plastic surgery,” described in his book, Sushruta Samhita, techniques for skin grafting, such as the reconstruction of a nose (rhinoplasty) using a flap of skin from the forehead.
This was often applied to people who had been punished by nasal amputation.
The history of cosmetic treatments and procedures continued in ancient Egypt (ca. 4000 B.C.).
Egyptians were known for their elaborate beauty rituals.
They used natural ingredients such as malachite, galena (for eyeliner), honey, Aloe Vera and oils to care for their skin and accentuate their eyes.
For example, Cleopatra is said to have taken baths in donkey milk to keep her skin soft.
Egyptian doctors performed simple surgeries to repair damage to ears or lips.
This was followed by ancient Greece and Rome (ca. 1000 BC – 476 AD).
Greeks and Romans also used cosmetics, often to show their status and wealth.
They used lead white to make their skin pale, which was a sign of nobility.
Various oils, creams and perfumes were also used.
Roman physicians, such as Aulus Cornelius Celsus, also wrote about procedures aimed at improving physical features, including the correction of ear deformities.
In medieval Europe (ca. 500 – 1500 AD), makeup was often associated with sinfulness and immorality, especially among church authorities.
Nevertheless, noblewomen continued to bleach their skin with lead-based creams and lightly color their lips and cheeks with natural pigments.
Medical knowledge was largely at a standstill during this period, and cosmetic surgery was also largely ignored or even banned by the church.
However, there was some advancing work in the Islamic world, where medical knowledge was preserved and further developed.
Around the Renaissance era (ca. 1300 – 1700 AD), cosmetics came back into fashion.
Especially among the Italian and French nobility.
Pale skin was still considered a sign of beauty, and women used a variety of means to achieve this effect, including dangerous substances such as lead and mercury.
Cheeks and lips were often accentuated with vegetable dyes.
The renewed interest in science and art led to a revival of surgical techniques.
Italian doctors, such as Gaspare Tagliacozzi, experimented with surgical procedures to correct facial defects, such as repairing a disfigured nose.
Tagliacozzi published a work on reconstructive surgery, which was one of the first detailed treatises on plastic surgery. During the Victorian era (1800 – 1950), makeup was mostly used in secret, as wearing it publicly was considered indecent.
Natural beauty was praised, but women continued to use powders and creams to enhance their complexion.
In addition, development of anesthesia and antiseptic techniques made more complicated surgeries possible.
British surgeon Joseph Carpue performed a successful reconstruction of the nose in 1814, which is considered a milestone in modern plastic surgery.
An increase in reconstructive procedures for patients with trauma and birth defects was also seen during this period.
In the early 20th century, around World War I and World War II, the rise of the film industry had a major impact on the popularity of makeup.
Brands such as Max Factor and Maybelline were established and made cosmetics more accessible to the general public.
The World Wars were a turning point for plastic surgery.
Many soldiers returned with serious facial and body injuries, leading to the need for reconstructive surgery.
Surgeons such as Sir Harold Gillies, known as the father of modern plastic surgery, and his nephew Archibald McIndoe, pioneered techniques for facial and limb reconstruction.
This laid the foundation for both reconstructive and cosmetic surgery.
In the mid to late 20th century, the development of new technologies and ingredients led to the emergence of anti-aging creams, sunscreens and specialized skin care products.
In addition, plastic surgery and non-invasive procedures such as Botox and chemical peels became more common.
After the war, plastic surgery was increasingly used for aesthetic purposes.
Demand for cosmetic procedures increased and techniques were refined.
Procedures such as facelifts, breast augmentation (with silicone implants in the 1960s) and liposuction (developed in the 1970s) became more common.
Today, cosmetic procedures are more accessible and accepted than ever before.
In addition to traditional products and procedures, advanced technologies such as laser treatments, fillers and advanced skin care products are now available.
The trend is shifting toward natural results and personalized treatments, with patient safety and ethics becoming increasingly important.
Modern technologies such as 3D printing for implants and advanced laser surgery have further expanded the possibilities for both reconstructive and aesthetic surgery.
In addition, there is a growing focus on gender-affirming surgery and aesthetic procedures for different skin types and ethnicities.
The history of cosmetic treatments reflects the culture, technology and beauty ideals of each period.
From ancient rituals to modern high-tech procedures, cosmetics have always played an important role in the human pursuit of beauty.