WHAT exactly is beauty? Interest rubs on following a spate of three visits of two Miss World to Kota Kinabalu over the last four years.
One is Miss World 2021, Poland, Karolina Pielawski who came in August 2022. Karolina revisited KK Dec 2023 for the crowning of Miss World Miss Malaysia winner.
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The other Miss World 2025, Opal Suchata Chuangsri, the first Thai ever who won the title, and stormed into KK Feb 4-10, 2026.
There is no denying they had the exceptional cut that attract instantly like bees are attracted irrisistibly to beautiful flowers.
This is the question: What is the pinnacle of beauty? Is it good looks?
There is a classic idiom that says: “Beauty is in the eye of the beholder” meaning taste is subjective and beauty is determined by the observer, meaning that different people, cultures, societies have different opinions what is appealing and attractive.
Implying that what is admirable to one may not be so to another – no standard.
An Indian may not view beauty the same way as a Japanese.
A long and thick hair preferring Turk may not judge beauty as a German does.
What ‘Beauty with a Purpose’ means
Which led the Miss World brand to conflate beauty in a holistic way, with a unique balance combining stunning looks and a deeply authentic personal inner driven force to help others.
“Beauty with a Purpose” is the cornerstone of the Miss World brand, insists Julia Morley, Chairwoman and CEO of Miss World Organisation since she took over from her husband Eric in 2000.
It didn’t start with this outlook though.
Whatever the critics say about the limits of physical beauty, she has never marginalised “good looks” but carefully curated it as part of the whole – by injecting a transcendental purpose into it, famously called “Beauty with a Purpose”.
AI explains: “Purpose is an abiding intention to achieve a long term goal that is personally meaningful and at the same time make a positive impact in the world.”
Purpose incorporates a deeply held commitment to do something meaningful that delivers a constructive beneficial effect – a quintessential best of the best Miss World brand.
When everybody should also ask: What is my purpose?
Because it has universal relevance, it empowers Miss World to go around the world to encourage everybody to embrace the same philosophy: What is the “purpose” beyond myself?
A politician, a lawyer, a teacher, a journalist, a Chief Minister, a judge, a police chief, President Trump, Prime Minister Natanyahu, a father, a mother – literally an endless list of the 8.14 billion population on earth can ask themselves that question.
It comes down to just two:
- Have I embraced a meaningful purpose or goal in life ?
- Does it make a positive impact?
Morley didn’t inherit “Beauty with a Purpose” platform though.
‘Beauty is only skin-deep’ challenged
Miss World didn’t start with that platform in 1951. It evolves into it when she shifted to that mission in 1972 partly prompted by criticism over the narrow definition of beauty which you can read about in a separate history piece published here.
For example, there is a popular saying that “beauty is only skin deep”, that you must go “inside” to look for something deeper, lasting , noting that beauty fades.
But not all necessarily agree.
On the other hand, a renowned writer took a direct swipe at over jealous beauty bashers. Jean Kerr, a humorous author and playwright of her 1958 book , ‘The Snake Has All the Lines’, mocked the sentimental cliché and pressure to find deep, intellectual, or moral value in physical appearance, when she remarked: “I am tired of all the nonsense about beauty being skin deep. That’s deep enough. What do you want – an adorable pancreas?”
I laughed.
She has a point, poking fun at people who insist that “true beauty” must be purely internal or character-based, instead of recognising the obvious that external physical beauty is perfectly fine.
Widespread consensus on inner beauty – denying the obvious?
But check Google, you will find a widespread consensus among thinkers, such as leading French philosopher Voltaire and famous English Poet John Keats included, who say true beauty lies in inner virtues.
Voltaire opined: “Beauty pleases the eye only, sweetness of the disposition (temperament) charms the soul.”
John Keats said: “Beauty is truth, and truth beauty. That is all ye know on earth, and all ye need to know.”
Are these legends biased and limited in opinions, denying the obvious, abandoning aesthetics pervasive in all things concerning nature and appreciation of beauty.
After all, some attribute the pinnacle of beauty to God’s creation – something honourable.
Morley approach: Leverage aura of beauty and power of purpose
Now that Julia Morley has brought Miss World, Karolina Bielawski, to Sabah in August 2022, again in 2023 to crown the Miss World Malaysia winner, repeated that Feb 4-10 with Miss World 2025, Opal Suchata Chuangsri of Thailand.
Her message is clear: Good looks is great, so keep that instant ability to attract, keep that aura.
Add “Purpose” to that pinnacle of beauty, you reap the dual benefits of “Beauty with a Purpose.”
Everywhere Miss World went, the aura worked like the force of a magnet which attracts crowds like iron is pulled inexorably towards the magnet like the moon’s powerful gravitational force that pulls ocean tides to itself thats nature!
The aura works.
Good looks plus purpose – Cornerstone of Miss World pageant
“Beauty with a Purpose” which leverages on the twin power and influence of world class beauty and transcendental purpose, became a cornerstone of the Miss World pageant established in 1972 by Julia Morley to recognise contestants’ charitable projects.
For example Miss World 2025 Opal Suchata’s primary charitable project ‘Opal For Her’ is an initiative focussed on breast cancer awareness, emotional support for patients and improving access to treatment in Thailand, because she survived a surgery herself at 16.
It empowers contestants to raise funds and awareness for disadvantaged communities in 140 countries worldwide, having donated over $1 billion to-date.
Core beauty – Meaningful purpose
The philosophy promotes compassion, philanthropy and meaningful service as core part of purpose to live intentionally and contribute to the community.
Miss world does not apologise for the power of external beauty.
It combines, it integrates, it balances beauty with purpose.
A philosophy which every individual in the world can be taught to apply.
