Interesting article. While I agree that there is a hyper individualism in the West and quite a bit of focus on the superficial and the aesthetic, I don't think it's something that is necessarily unique to the West.
I think the obsession with women's beauty is common in many cultures around the world, present and past.
Gendered roles and expectations arise over time from certain differences between men and women.
Like other animals, human beings are strongly driven to procreate. This leads to certain behaviour and interactions between the sexes. Men are expected to advertise their virility while women are expected to signal their fertility.
Various masculine acts and behaviours become associated with virility, such as showing off physical strength, signalling superiority over other men via material wealth or intellect and so on.
Similarly, various feminine acts and behaviours become associated with fertility and women throughout history have sought to enhance their beauty and their body to advertise their potential as a mate.
Both men and women seek to validate their suitability as a reproductive partner in various ways and this isn't confined to people in the West.