By Khairat Suleiman
Physical attractiveness is recognised as one of the strongest societal currencies, with research suggesting it fosters confidence and can translate into personal and professional success for many women.
A 2023 study from the Journal of Social Psychology found that attractive individuals are perceived as more competent in initial social interactions, particularly in image-driven industries, which can be especially relevant in contexts like that of the Hausa/Fulani parts of Northern Nigeria, where cultural norms often emphasise appearance in social and marital roles. However, this focus can overshadow the importance of education, skills, and intellectual growth.
Consider the 2022 case of 5-year-old Hanifa from Kano State, who was tragically murdered by her head teacher tragically murdered. Her death sparked temporary outrage on social media, with behavioural psychologists attributing much of the reaction to her good looks, as noted in various analyses. This example, while digressive, highlights how attractiveness influences societal perceptions, even in tragic contexts.
While beauty can open doors, overemphasising it often has consequences. A 2025 LinkedIn report highlighted that women with advanced skills in fields such as technology, finance, or leadership earn 20-30% more than those relying on appearance-based roles, which often have shorter career spans. Investing in intellectual and professional growth not only leads to personal fulfilment but also challenges societal expectations, with confidence from career milestones being just as enduring, if not more, than that from physical enhancements.
Social media plays a vital role in promoting beauty standards over career-focused content. A 2024 analysis of TikTok content revealed that posts about Brazilian Butt Lifts (BBLs), Botox, and skin bleaching receive millions of views, often outpacing career-focused content. Influencers promote these aesthetic procedures by sharing recovery tips and glowing results, which normalise and glamorise them.
Meanwhile, women sharing career advice, skill-building tips, or educational opportunities are underrepresented, with a search for “career growth for women” on Instagram yielding fewer than 10% of the results compared to “beauty tips.” This imbalance creates a feedback loop, bombarding young women with messages prioritising looks over substance.
In the Hausa/Fulani parts of Northern Nigeria, career women face additional challenges due to stereotypes that suggest women’s value lies primarily in their appearance, undermining their professional and intellectual capabilities and hindering progress toward gender equality. An example is a female broadcaster from an international radio station who was ‘praised’ for her beauty while her professional qualities were ignored, with viewers even bullying and discrediting other broadcasters with equally laudable professional qualities for not meeting the ‘attractiveness’ standards. These stereotypes are rooted in cultural norms, thus often confining women to domestic roles and limiting their participation in many life-changing activities.
We need to amplify platforms and role models that celebrate diverse definitions of success. We need more women sharing skill-building resources, career tips, or educational opportunities, rather than BBLs, Botox, aphrodisiacs, and skin bleaching, which have surged in popularity. Self-care isn’t inherently harmful; the key is balance. Looking good should complement, not overshadow, a woman’s intelligence and abilities.
Khairat Suleiman can be reached via khairatsuleh@gmail.com.