Since the early 2010s, there seems to be a shift from the dominant Eurocentric beauty ideal to a new beauty standard that embodies more ethnic features, reflected in the growing number of women who want to enhance or adopt ethnic features through cosmetic procedures. As more white women adopt this new beauty standard, research into how perceptions of race are shifting is warranted and thus I explore the following question: What can we learn from white women who have undergone cosmetic procedures to appear less white and how are contemporary beauty standards changing perceptions of race?