Many of us know what it’s like to be pressured to conform to beauty ideals—ever-changing as they are—in order to fit in. But we all know how distressing it can be to feel like we don’t look good enough, particularly since our appearance says nothing about our values, talents and goodness, among other things.

And as the Olympic Games Tokyo 2020 approaches, a group of female Olympic athletes are teaming up with cult-favourite skincare brand SK-II to stand against toxic competition in beauty.

The athletes are:

  • Simone Biles, the world’s most decorated gymnast
  • Liu Xiang, world-record holder swimmer
  • Kasumi Ishikawa, table tennis player and two-time Olympic medalist
  • Ayaka Takahashi and Misaki Matsutomo, badminton duo and Olympic gold medalists
  • Mahina Maeda, surfer
  • Hinotori Nippon from Japan’s national volleyball team

Their unified message: “We won’t compete anymore. Beauty is #NOCOMPETITION.” All of them took to their Instagram accounts to share their personal experiences with unsolicited pressure to look a certain way.

SK-II hopes that his campaign will inspire women around the world to shatter toxic and unsolicited beauty ideals and define for themselves what beauty means to them.

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Speaking at the Makers Conference, Ms YoeGin Chang, Brand Director of SK-II Japan, said: “Beauty can be many things–but one thing it should never be is, a competition. As the world directs its attention towards and celebrates the greatest competition for humanity, the Olympic Games Tokyo 2020, we want to take this opportunity to call out the toxic competitions in beauty that women face every day, that dictate how they look, feel and act.”

We at CLEO can’t agree more with their purpose. Want to support and lend your voice to this cause? You can do so at this #NOCOMPETITION website.