I came across an interesting beauty pageant; it is called the Queen of Morals. Idea behind the contest is to assess morals of contestant in the context of Islam. For the first time beside the skin deep someone is emphasizing the intangible ‘softer side’ rather than the physical side of beauty. Physical side of beauty and using of women as commodity is the strongest argument most of the feminist raise.
Reports say, Sukaina al-Zayer is an unlikely beauty queen hopeful. She covers her face and body in black robes and an Islamic veil, so no one can tell what she looks like. She also admits she's a little on the plump side. But at Saudi Arabia's only beauty pageant, the judges don't care about a perfect figure or face. What they're looking for in the quest for "Miss Beautiful Morals" is the contestant who shows the most devotion and respect for her parents.
"The idea of the pageant is to measure the contestants' commitment to Islamic morals... It's an alternative to the calls for decadence in the other beauty contests that only take into account a woman's body and looks," said pageant founder Khadra al-Mubarak. "The winner won't necessarily be pretty," she added. "We care about the beauty of the soul and the morals."