The beauty industry is not some crazed monster that makes women feel terrible about themselves to force them into buying their products. While the beauty industry's inherent (and false) implication is that you need something more to be beautiful, women are possibly equally responsible for the focus on beauty. They look in the mirror and find their own "imperfections" and wait for the "perfect" product to come. Does the beauty industry cause women to see imperfection? That may be part of the problem, but people have a general "standard" of beauty that is nearly universal (with some deviation, of course.) Studies have shown that people view composite faces (or the average of many faces) over a single face, implying that average is beautiful. When they see something in themselves that doesn't match up, like a blemish, a bigger-than-average nose, or thinner-than-average lips, they tend to see that as ugly and wish it were different. Like any other industry, the beauty industry creates a product the public wants.
The reason body image is seen as a bigger problem today than, say, 50 years ago is because more technology and better-developed technology provides more ways companies can advertise to reach a broader audience. Additionally, today's culture is much more image-oriented today, so images carry much more power to influence people.
The natural beauty movement is on the right track, but can have some consequences, too. Some people take "natural beauty" to mean that they should just disregard any concern for their appearance. Others confuse "beautiful" with "healthy" and think that to embrace natural beauty, they should simply embrace them as they are, even if they currently have unhealthy lifestyles. It's important to remember that more people struggle with obesity than eating disorders. I am not trying to downplay the seriousness of eating disorders here. I am simply trying to call attention to another problem that has affected more people.
What does this mean? People should not disregard any care for their appearance; a clean and healthy look aids dignity and self confidence. On the other hand, people should also not obsess over beauty because making your appearance your main focus paints an unrealistic picture of who you are and often causes you to focus much more on yourself than on others. So don't cling to either end of the spectrum, but find a healthy balance to take care of your appearance without obsessing over beauty.
So it's fine try that new moisturizing shampoo or that moisturizer that makes your skin soft. Make-up looks great too, as long as it enhances natural beauty rather than replaces natural beauty. Love the skin you're in, but don’t settle for an unhealthy lifestyle. Find the balance in beauty.