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Still, these strides often come too late for many critics, who argue that pageants are making surface-level changes rather than addressing the deeper issues at their core.
Miss USA, a subsidiary of Miss Universe, once owned in part by Donald Trump, reflects the complexities surrounding pageantry's image. Trump's controversial history with women complicates the portrayal of these competitions as spaces that uplift and empower women.
Beauty pageants have come a long way from their inception as entertainment for middle-class tourists in the early 20th century. The first Miss America pageant, held in 1921, was created as a marketing gimmick to extend the summer tourist season in Atlantic City.
This difference underscores the gendered expectations in competitions that showcase human excellence in distinct ways. Together, these competitions reveal much about evolving societal values and the scrutiny they invite for objectifying the body.
In her New York Times column, Rhonda Garelick writes, "Out of all beauty pageants, Miss Universe, which began in 1952, makes the boldest claim: that it can single out one person to represent an idealized vision of womanhood suitable for the entire world (or more grandly, the 'universe')."
If they fail, they risk becoming mere footnotes in history.
However, It has to be recognized that on November 16, 2024, the 74th Miss Universe pageant was broadcast to more than 150 countries in the world, surpassing a record of more than three billion viewers worldwide.
If you think beauty pageants are all about hairspray, high heels, and heartfelt smiles, you’d be in the majority. Over the last couple of decades, there have been tepid efforts made to diversify and promote both beauty and brains among hopeful candidates. However, it’s no secret that looks remain the primary asset judges consider when deciding the winner.
Historically, when beauty pageants began, women were primarily valued for their appearance, with their main roles seen as wives and mothers. But in 2025, over 100 years since the first Miss America pageant, and after great effort and sacrifice have been made for women to command respect and be considered equal to men, is this antique tradition able to undertake the makeover of all makeovers and become a celebration of all women, rather than just those who fit some ideal beauty standard? Or should organizers concede that time’s up for tiaras? We investigate. Click on the gallery to get started.
Television ratings for pageants began to decline approximately two decades ago, signaling a shift in public interest and possibly attitudes toward traditional beauty standards.
At their best, beauty pageants can be a source of empowerment and opportunity. They can provide platforms for advocacy, promote cultural exchange, and inspire participants to challenge societal norms.
These changes reflect a slow but deliberate modernization of the pageant world, which now emphasizes qualities like intelligence, communication skills, and advocacy alongside physical appearance.
As feminist movements and body positivity gain traction, many see pageants as relics of a past where women were primarily valued for their looks.
Despite these reforms, beauty pageants remain divisive. Critics argue that the very premise of judging women based on their appearance, even in a "well-rounded" format, perpetuates outdated values.
Over the decades, major pageants like Miss Universe, Miss World, Miss International, and Miss Earth emerged, solidifying the industry as both a cultural phenomenon and a performative spectacle of traditional beauty standards.
The world of beauty pageants is at a crossroads. On one hand, the values they historically champion—youth, perfection, and conformity—clash with a modern society that prioritizes inclusivity and individuality.
This unprecedented viewership highlights the enduring global fascination with beauty pageants, despite ongoing debates about their relevance and impact. Whether they can evolve to reflect modern values remains to be seen.
Sources: (CNN) (NY Times) (Hola) (NPR) (Business Insider)
Post-event, Viktoria Apanasenko reflected on how she had to smile while on the same stage as Miss Russia, who was wearing a dress "the colour of blood." The pageant took place the same day a Russian missile killed more than 40 people in a residential building in Ukraine.
Even in lighter moments, the disconnect between pageants and contemporary culture is apparent. At the 71st Miss Universe competition in 2023, a well-intentioned but awkward attempt to address the war in Ukraine occurred when Miss Ukraine received the 'Spirit of Carnival Award,' presented by Carnival Cruise Lines to the contestant who embodies "fun, friendship, diversity, and inclusion."
High-profile controversies have also marred the industry. In 2022, the tragic suicide of Cheslie Kryst, Miss USA 2019, highlighted the mental health pressures contestants face.
The inclusion of diverse contestants, such as Angela Ponce, the first transgender Miss Universe participant in 2018, or Malta’s Beatrice Njoya, a single mother in her 40s who made it to the 2024 Miss Universe finale, showcases an expanding definition of beauty.
In recent years, however, societal shifts have forced pageants to adapt—or risk irrelevance. For example, Miss Universe has eliminated age limits and now allows married women, mothers, and transgender contestants to compete.
However, their success depends on how deeply they are willing to embrace change. Token efforts will not suffice in an era where authenticity and representation are paramount.
But one can't help but wonder why it has taken until very recently for such changes to be implemented.
Rikkie Kollé, the first transgender winner of Miss Netherlands in 2023, used her platform to inspire conversations around acceptance and inclusivity.
The question is not whether beauty pageants are outdated, but whether they can remain relevant by redefining their purpose. If they succeed, they may continue to offer empowerment, cultural celebration, and advocacy opportunities.
Cultural traditions also play a role in the enduring appeal of pageants. In countries like the Philippines, Venezuela, and India, beauty contests are woven into the national fabric and are celebrated with the same fervor as sporting events. For these nations, pageants are not merely competitions but also symbols of pride and identity.
Modern pageants are also embracing social media to connect with younger generations. Platforms like Instagram and TikTok allow contestants to share their personal stories, bypassing traditional media narratives. This digital shift has made pageants more interactive and accessible, even as television viewership declines.
In contrast to Miss Universe and its ideals, Mr. Universe, now the World Amateur Bodybuilding Championships, and Mr. Olympia, focus on physical strength and celebrating bodybuilding and athleticism, rather than pageantry's focus on beauty, poise, and advocacy.
Christine Duffy, the president of Carnival, praised Ms. Apanasenko's "mission to remind us that the war is ongoing." To viewers, however, this attempt to acknowledge the devastating war on Ukraine in this context felt uncomfortably shoehorned in.
For supporters, beauty pageants are about more than looks. They offer scholarships, networking opportunities, and a platform to advocate for social causes. For instance, winners often use their visibility to champion issues like mental health, gender equality, or climate change.
Similarly, the 2024 resignations of Miss USA and Miss Teen USA amid allegations of organizational toxicity and mismanagement raised questions about the well-being of participants.
On the other hand, their recent transformations suggest a willingness to evolve. The closure of Miss Netherlands in favor of a platform focused on mental health and diversity, for example, signals that pageants can reinvent themselves in meaningful ways.
The future of beauty pageants: are they still relevant?
A platform for good or an outdated and harmful tradition?
LIFESTYLE Culture
If you think beauty pageants are all about hairspray, high heels, and heartfelt smiles, you’d be in the majority. Over the last couple of decades, there have been tepid efforts made to diversify and promote both beauty and brains among hopeful candidates. However, it’s no secret that looks remain the primary asset judges consider when deciding the winner.
Historically, when beauty pageants began, women were primarily valued for their appearance, with their main roles seen as wives and mothers. But in 2025, over 100 years since the first Miss America pageant, and after great effort and sacrifice have been made for women to command respect and be considered equal to men, is this antique tradition able to undertake the makeover of all makeovers and become a celebration of all women, rather than just those who fit some ideal beauty standard? Or should organizers concede that time’s up for tiaras? We investigate. Click on the gallery to get started.