Beauty pageants have long been a reflection of cultural values, societal standards, and evolving notions of what it means to be truly beautiful. From their humble beginnings as simple contests of physical appearance to modern-day competitions emphasizing social responsibility, confidence, and intellect, these events serve as platforms for women worldwide to showcase their multifaceted talents and qualities. Ethiopia’s recent triumph in the international beauty arena exemplifies this evolution and highlights the power of inner beauty, cultural pride, and social activism.
The story of international beauty pageants begins in the mid-20th century. Officially, the first recognized global contest was held in 1951 in London, England. This event, which marked the beginning of what is now the 72nd edition, was initially focused primarily on physical beauty. Over the decades, however, the competition has undergone significant transformation. Critics and women’s rights activists challenged the narrow criteria that prioritized mere appearance, advocating for a more holistic approach that recognizes intelligence, social awareness, confidence, and cultural representation.
Today, the motto “Beauty for a Purpose” encapsulates this shift. Modern beauty queens are expected to be ambassadors of positive change, actively engaging in social causes, advocating for education, health, gender equality, and community development. This broader vision aims to redefine beauty as a composite of outer elegance and inner strength, cultural pride, and social responsibility.
While the global narrative is relatively recent, Ethiopia’s own history with beauty pageants dates back more than 160 years. According to historical accounts documented by Pawlos Gnogno – and Gerima Tarefe, Emperor Tewodros II organized a beauty contest in Gondar in 1857 E.C, coinciding with the Meskel festival. Held amidst grand celebrations with music, flutes, trumpets, and a regal procession, this event was attended by the emperor himself, who presented the winner, Taitu Yilma, with recognition. This early example reflects Ethiopia’s longstanding cultural appreciation for beauty and celebration of women’s grace and dignity.
Though different in form and scope, these ancient practices underscore a cultural tradition of honoring women’s beauty as a vital part of social and cultural life. Today’s beauty pageants can trace their roots to such historical practices that intertwined beauty, cultural pride, and community values.
The evolution of beauty contests from their physical beauty origins to platforms emphasizing purpose and personality highlights a broader societal shift. Critics once argued that these contests perpetuated superficial standards and objectified women. Over time, organizers responded by redefining criteria, incorporating elements such as communication skills, social awareness, leadership qualities, and community service.
This transformation underscores a fundamental truth: women are multifaceted individuals whose worth extends beyond appearance. Beauty pageants now serve as opportunities for women to showcase their talents, intellect, and dedication to causes they believe in. Contestants are expected to be role models, advocates, and cultural ambassadors, fostering a more inclusive, empowering, and socially conscious image of femininity.
One shining example of this modern ideal is Ethiopian model and beauty queen Haset Dereje. She exemplifies what it means to be a “beauty with a purpose.” Having impressed judges at the international level, she not only represented Ethiopia but also championed social causes close to her heart.
As shared with the Ethiopian Press Agency, Haset works closely with the Maya Foundation, an organization dedicated to improving education and health for children and mothers. Her efforts include helping mothers attain financial independence and identifying children in need of educational and health support. Her advocacy transcends personal achievement; she actively seeks to uplift her community and promote social change.
For Haset Dereje, the role of a beauty queen extends beyond the runway. She identifies herself as a cultural ambassador, proudly representing Ethiopia in every country she visits. Her mission is to introduce Ethiopia’s rich history, diverse culture, and natural beauty to the world, fostering better understanding and tourism.
In her words, “No one knows me by name! They don’t call me Haset; they call me Ethiopia. Promoting my country is a big deal to me.” Her dedication to showcasing Ethiopia’s natural landscapes, cultural heritage, and traditional values reflects a deep sense of national pride. She believes that by sharing Ethiopia’s unique identity, she can inspire curiosity and admiration among international audiences.
Reflecting his view on the issue, State Minister of Culture and Sports, Prof. Nebiu Baye, underscores the diplomatic significance of Haset’s representation. He emphasizes that a beauty queen’s role is not merely about physical appearance but also about demonstrating love, commitment, and a positive image of Ethiopia to the world. Her bravery in openly discussing the country’s development challenges, such as health and education, exemplifies her integrity and genuine patriotism.
Minister Nafisa Al-Mehdi, on her part echoes this sentiment, highlighting that Haset’s success can invigorate Ethiopia’s cultural and fashion sectors. She advocates for recognizing and supporting such ambassadors, not only for their beauty but also for their potential to inspire economic growth, tourism, and cultural exchange.
The importance of inner beauty qualities like kindness, confidence, resilience, and integrity cannot be overstated.
Her example demonstrates that beauty is a powerful tool for societal development. When women embody positive qualities and actively participate in uplifting the community, they become catalysts for change. Their influence extends beyond the stage, inspiring others to pursue education, health, and social justice.
The fashion and beauty industry, often underestimated, plays a significant role in national economies and cultural diplomacy. It creates employment opportunities, attracts tourism, and fosters creativity. Recognizing the potential of this sector, Ethiopia’s government and industry stakeholders are beginning to see beauty pageants and modeling as valuable avenues for promoting cultural heritage and economic growth.
Hirut Kassau, Head of the Culture, Arts, and Tourism Bureau of Addis Ababa, highlights that models like Haset can invigorate Ethiopia’s underdeveloped fashion industry. Her international success has inspired local designers, encouraged investment, and changed perceptions about Ethiopia’s creative potential.
Throughout history, women who excel in beauty pageants have often used their platforms to champion charitable causes, promote health awareness, and serve as role models for young girls. Their visibility helps challenge stereotypes and empower women to pursue leadership roles in various sectors.
Haset Dereje’s journey exemplifies this legacy. Her efforts to improve health and education, coupled with her cultural promotion, demonstrate how beauty queens can influence societal perceptions positively. They embody the idea that outer beauty, when paired with inner strength and purpose, can be a force for good.
As Ethiopia celebrates Haset Dereje’s achievements, it also paves the way for future generations of women to embrace their multifaceted identities. The narrative is shifting towards recognizing women’s diverse talents, leadership qualities, and social contributions.
Educational programs, industry support, and government initiatives should work in tandem to foster an environment where women can thrive as ambassadors of culture, change makers, and entrepreneurs. Encouraging young girls to pursue education, develop confidence, and engage in community service will ensure that the next wave of women continues to challenge societal norms and elevate their countries’ images on the global stage.
The journey from simple physical beauty contests to purpose-driven platforms like modern beauty pageants reflects society’s evolving understanding of women’s roles and potential. Ethiopia’s recent success story underscores the importance of inner beauty, cultural pride, and social responsibility. Women like Haset Dereje demonstrate that beauty is a powerful tool for advocacy, cultural diplomacy, and societal transformation.
BY LEULSEGED WORKU
THE ETHIOPIAN HERALD THURSDAY 12 JUNE 2025
