THE FIRST BEAUTY PAGEANT, Miss World, was created in 1951 by Eric Morley in the UK. Miss Universe debuted a year later, in 1952. Eight years later, in 1960, Miss International was created. Miss Earth came in 2001.

Every year, millions tune in to watch contestants strut across stages in shimmering gowns, skimpy clothing, perfectly styled hair and dazzling smiles. For decades, beauty pageants have been marketed as celebrations of grace, intelligence and empowerment. But are these competitions truly empowering platforms for women, or do they perpetuate outdated values and beauty standards? In an era where gender equality, body diversity and body positivity are at the forefront of social discourses, many question if beauty pageants— often also a multimillion-dollar industry shaped by sponsorships, media influence and commercial interests—are still relevant.

A World of Grit and Glamour

The road to wearing the pageant crown starts much earlier than the qualifying rounds. Contestants undergo months of rigorous preparation—learning how to walk, speak and present themselves with poise before stepping onto the stage. Contestants are often coached to behave in ways that align with conventional notions of femininity, emphasising softness, grace and charm.

Malaysia’s beauty pageants have not been without controversy. Malay Muslim women, who form the majority of the population, were barred from participating in pageants after a 1996 fatwa by the National Fatwa Council, citing concerns about modesty and Islamic values, particularly regarding swimwear segments.

Recently, Malay women have been able to circumvent the fatwa by opting out of swimwear rounds or wearing modest swimwear attire, according to a seasoned Penang-based beauty pageant organiser, Ivan Choo. As the founder and director of Velvet Signature with over 23 years of experience, Ivan has witnessed the evolution of the industry, and been through its ups and downs in the country.

“It depends on the direction of the organiser. If the organiser focuses on the themes of charity, peace and goodwill, it can benefit society.”

Some pageant winners have been known to use their newfound fame for good—Deborah Henry, Miss Universe Malaysia 2011, co-founded the Fugee School to provide education for refugee children.

For many, pageants represent a stepping stone to larger ambitions, especially in the world of showbiz and entertainment. “Organisers who are looking for new artistes—actresses, singers, etc—will cultivate talents. Many businesses also promote their brands through beauty pageants and competitions, which makes these valuable to those who want to enter the industry.”

Additionally, beauty queens can also promote art and culture in the tourism industry, he said, citing the economic boost brought about by events such as Miss Tourism, which brought attention to local food and culture in areas like Lebuh Macallum.

Changing Narratives

Over the past decades, pageants have attempted to rebrand the industry by including contestants of diverse backgrounds, removing age restrictions or emphasising social impact initiatives. These have tried to remain relevant by increasing emphasis on inner beauty, intelligence and advocacy work. However, physical beauty—and a narrow, restricted, predetermined ideal at that—remain a core part of the industry.

While discussing abuses during competitions, Ivan denied knowledge of any untoward behaviour towards beauty contestants.

“I have neither seen nor heard of this kind of abuse. Maybe there are too many activities during the beauty pageants resulting in irregular mealtimes and rest periods. Do these count as abuse? I don’t know,” he said.

He added that his company ensures that ethics are at the forefront of his dealings with the contestants, with strict terms and conditions laid out in a contract. “We do not tolerate unethical practices in our pageants. Any violation will result in disqualification and a ban from future events,” he said.

To support contestants, his company provides them with grooming sessions, life attitude training and psychological support.

While Ivan acknowledged the negative perceptions associated with beauty pageants, he argued that the objectification of women stems from broader societal attitudes, not one limited to beauty pageants.

“Beauties will always attract attention, but it’s important to instil in them the right values and encourage participants to use this platform wisely,” he said.

In spite of the argument that beauty pageants empower and open up avenues to women, its premise, which requires women to compete against one another based on their looks (among other things), remain problematic. It is argued that if the goal is to celebrate intelligence, personality, talent and leadership, there are numerous other channels—such as academic scholarships, leadership programmes and professional networking initiatives—which do not require women to parade in evening gowns, bikinis, heavy makeup and sky high heels to be taken seriously.

Instead of clinging to outdated traditions, we should focus on initiatives that celebrate women for their achievements and contributions to society regardless of their looks. It is time to move beyond beauty pageants and toward a future where women are valued and appreciated for who they are and what they are capable of, instead of how they look.