K-Beauty, a Cultural Revolution: Is It Driving New Beauty Standards on TikTok

Abstract

Beauty standards have become increasingly globalized through social media, with Western beauty norms often portrayed in the conversation. However, the rise of K-beauty has introduced new perspectives, particularly through the influence of K-beauty influencers. This research explores the impact of K-beauty on Western beauty standards, focusing specifically on its portrayal and influence on TikTok. By using qualitative research, this study examines the complex interplay between K-beauty and Western beauty standards to identify themes that K-beauty influencers convey to their media consumers on TikTok.