Perfect Diary's Pioneering Nonprofit Makeup Studio Transforms Lives in Rangtang
In the remote highlands of the Qinghai-Tibetan Plateau, where beauty often takes a backseat to survival, a quiet revolution is unfolding. Rangtang (壤塘) County, known in Tibetan as the "paradise suspended from the sky," has recently welcomed an unusual group of visitors. Perfect Diary, a leading Chinese cosmetics brand, has partnered with the local Rangbala Intangible Cultural Heritage Inheritance Center to establish the area's first nonprofit makeup studio. This initiative aims to empower disadvantaged Tibetan women by teaching them professional makeup skills, fostering self-improvement and creating new employment opportunities.
Rangtang, whose name in Tibetan means "the place where the god of wealth resides," is paradoxically a key county in China's rural revitalization program. Nestled in the eastern part of the Qinghai-Tibetan Plateau in Sichuan Province's Aba Tibetan and Qiang Autonomous Prefecture, the area's economic development has been hampered by its remote location and the imperative of ecological preservation. Many young people in this region lack the opportunities and conditions to develop their careers, often facing material scarcity.
In August 2024, at the invitation of the Rangbala Intangible Cultural Heritage Inheritance Center, a team from Perfect Diary embarked on a journey of over 2,300 kilometers. They brought with them a complete set of "makeup and skincare" beauty products and professional equipment, including LED makeup mirrors, to establish the first nonprofit makeup studio at an altitude of 3,500 meters. Three senior makeup trainers from Perfect Diary carefully prepared customized professional training materials for local women with no prior makeup experience. They embarked on this long journey to conduct a week-long charitable beauty training program for the first batch of 20 Tibetan students.
The majority of the students at the inheritance center are women. The nonprofit makeup studio was established with the hope that female students could learn makeup techniques in their spare time while preserving intangible cultural heritage. This initiative aims to create a flexible employment environment and increase economic income. The Rangbala Intangible Cultural Heritage Inheritance Center expressed its hope that through this charitable makeup course training, a sustainable makeup studio could be established.
As Rangtang County advances its strategy of "tourism-based county development" and tourism in western Sichuan booms, the Perfect Diary-Rangbala Intangible Cultural Heritage Inheritance Center's nonprofit makeup studio is poised to play a positive role in multiple scenarios. Every August and September, Rangtang County hosts large-scale folk festival celebrations, attracting tourists from within and outside the province.
Cosmetics Training Meets Intangible Cultural Heritage
Facing these novice students, Perfect Diary's senior trainers conducted theoretical and practical basic course teaching, covering fundamental color recognition, flawless base makeup, three-dimensional contouring, eyebrow shaping and drawing, eye makeup, and lip makeup techniques. They also designed makeup looks that complement local Tibetan costume styles and color schemes.
The Tibetan girls, exposed to these new concepts, showed great diligence in their studies. When faced with challenging techniques like eyeliner and eyebrow drawing, they would voluntarily extend their practice time even after class hours. Yong Qiancuo, the most vivacious girl in the training class, is just 18 years old and has been studying Thangka painting at the inheritance center for over a year. Coming from a nomadic family on the Zoige Grassland, her parents did not allow her to continue schooling after junior high school.
She later came to the inheritance center to study Thangka painting through a relative's introduction. For Yong Qiancuo, makeup is another form of facial painting. After several days of systematic learning, she expressed that she has already mastered the basic skills of full makeup. In the future, she plans to continue practicing makeup, applying it for her sisters during folk festivals, and joining them in grassland dances.
When highland flowers are in full bloom, the Rangbala Festival begins. The Perfect Diary "Nonprofit Makeup Studio" welcomed its first task since its establishment - providing makeup services for staff and some performers at the "2024 Rangbala Yak Wool Culture Festival." They set up a tent-style "nonprofit makeup station" at the event site. Perfect Diary's training teachers not only prepared a full range of Perfect Diary cosmetics and makeup tools but also led several students who had just completed their training at the "Nonprofit Makeup Studio" to provide free makeup services for the event's staff and guests, aiming to present them in their most beautiful state during the activity.
This initiative in Rangtang County represents more than just a charitable endeavor; it's a transformative force that bridges traditional culture with modern opportunities. By empowering Tibetan women with marketable skills in the beauty industry, the project not only enhances individual lives but also contributes to the broader economic development of the region. As these women apply their newly acquired makeup skills in various settings.
Moreover, this project exemplifies how targeted skill development can address specific needs in remote areas. In a region where tourism is becoming increasingly important, the ability to provide professional makeup services adds value to the local tourism industry. It allows these women to participate in and benefit from the growing economic opportunities in their homeland.
The Ripple Effect: How Beauty Skills Boost Tourism and Local Economy in Tibet
The success of this initiative could serve as a model for similar projects in other remote or economically disadvantaged areas. It demonstrates how partnerships between private companies, non-profit organizations, and local communities can create sustainable pathways for economic empowerment and cultural preservation.
As Yong Qiancuo and her peers continue to refine their skills and apply them in various contexts, they are not just learning a trade; they are becoming pioneers in their community. Their journey from traditional artisans to modern makeup artists symbolizes the harmonious blend of preserving cultural heritage while embracing new opportunities for growth and self-expression.
The Perfect Diary Nonprofit Makeup Studio in Rangtang County is more than a beauty training center; it's a beacon of hope and a catalyst for change. By painting faces, these women are, in essence, painting a brighter future for themselves and their community, one brushstroke at a time.
