Under the pressure of the national crisis in modern China, millennia-old traditional concepts have been broken and adjusted, and new trends and ideas have emerged in large numbers. In order to defeat local cosmetics, from the moment they entered China foreign cosmetics companies attacked the traditional Chinese cosmetics of eyebrow pigment (dai), lip pigment (gong), rouge (zhi), and face powder (fen). Corresponding to the enlightenment ideas of the early twentieth century, women could no longer pursue beauty in a way that harmed their bodies. In the movement to liberate women’s bodies in the 1920s, radical intellectuals developed a severe criticism of the bad habits of using corsets and applying powder, and the concept of “healthy beauty” came into being. However, in the context of the development of the women’s liberation movement and the respect for women’s consumer rights, the healthy beauty theory failed to suppress women’s consumption of beauty products, and “natural beauty” and “artificial beauty” ultimately coexisted in lifestyles of women in the modern era of Shanghai.