In modern China, under the threat of national crisis, the traditional concepts of thousands of years had been continuously changing and adjusting to keep pace with the times. New concepts and ideological trends had emerged in large numbers. In order to defeat local cosmetics, from the moment they entered China, foreign cosmetic manufacturers attacked ancient Chinese cosmetics Gonghuang, Dai, facial powder and rouge as toxic, and advocated that women should not pursue beauty by harming their bodies. This advocation inadvertently corresponded with local enlightenment thoughts, and in the 1920's women's body liberation movement it evolved into severe criticism of the bad habits of "corseting," "wearing hair long," and "face powdering" by the radical intellectuals. Hence "bodybuilding theory" came into being. However, even with the deepening of the women's liberation movement and more respect of women's consumption rights, "body-building theory," though promoting women's sports, had failed to restrain women's beauty consumption. "Natural beauty," "bodybuilding beauty," and "artificial beauty" had become the coexisting lifestyle of Modern Times Shanghai.