From flawless faces in skincare ads to influencers flaunting their hourglass waist and rocking stylish outfits, it is beauty, glam and style in every scroll. In the modern age, social media posts and advertisements have become moderators in shaping our ideas of beauty and keeping up with the latest fashion trends. The desire to be seen as attractive is a natural human inclination and the surge of confidence when someone compliments our appearance that comes along with it certainly feels fantastic. However, are we merely pursuing ideals established through social reality?
Influencers and Celebrities
In the world of beauty, influencers and celebrities play a huge role in shaping what we see as beautiful. Many of us are familiar with K-pop, and regardless of our favourite group, K-pop idols often embody South Korean beauty standards, setting the benchmark for idealised looks. During the rise of the Hallyu Wave in the early 2000s, groups such as Girls’ Generation, Super Junior, and now Blackpink reigned supreme. These groups were not only talented with an incredible stage presence, but also brought about enviable good looks. With fair, radiant, and blemish-free skin, they showcased tall and svelte figures with beautiful facial features which captivated audiences worldwide. With the “doll-like” look popularised by the South Koreans and Chinese in the beauty scene, many women in their 20s can feel pressured to conform to a specific beauty standard, which can lead them to explore various diets and weight loss techniques.
Beyond the entertainment industry, lifestyle and beauty brands have recognised the power of K-pop celebrities as brand ambassadors. By associating with these figures, brands can appeal to consumers, who desire to look and feel like their favourite artists. This connection influences how we see beauty today, and shapes our spending habits.
Social media often portray people in perfect versions of themselves, fabricating an unrealistic reality for followers, influencing them to believe the need to strive for flawlessness. In a survey conducted by the Dove Self-Esteem Project, more than 1,000 girls aged 10-17, 9 in 10 girls indicated that they follow at least one social media account that makes them feel less beautiful, and one in two girls said that toxic beauty advice on social media causes low self-esteem. Another study with the Harvard School of Public Health revealed that over $800 billion is lost annually due to body dissatisfaction and appearance-related discrimination. In the pursuit of unattainable beauty standards, individuals drive towards extreme measures, such as unhealthy diets and excessive exercise, affecting their physical and mental well-being while trading their health for beauty.
Beauty Filters + Edited Images
Concurrently, with the advancement of technology in the past decade, social media beauty filters and edited images have become potent tools for shaping contemporary beauty standards. Today, filters form an integral part of many social media platforms, such as TikTok and Instagram, allowing users to modify their looks in real time and cultivate a new wave of social media culture and practice. These filters make us look beautiful with flawless skin, larger eyes, and a more balanced face leading to a distorted perception of beauty, where digitally enhanced appearances are a norm. While some filters may look unrealistic and fake, newer filters are able to perform a wide range of alterations, from freckles to anything under the sun!
Nowadays, trending filters are suggested to users, persuading them to follow the trend and encouraging the use of the filter. The Instagram Face-characterised by balanced features, poreless skin, and high cheekbones, is a distinguished style that many young women are after utilising filters to achieve the look. However, a lack of authenticity on social media can negatively affect how we see ourselves and instead promote social comparison.
As social media enforces unrealistic beauty standards, many users face mental health issues, such as depression and dysmorphia. In response to this concern, some governments have taken action. For example, Norway has implemented a retouched photo law that applies to images with altered body size, skin colour and use of filters with the requirement to attach a disclaimer label to retouched images or faced being fined. Following suit, the UK also introduced the Digitally Altered Body Image Bill.
With this legislation, Norway and the UK have increased awareness about the alteration of online images, but it does not solve mental health problems in young men and women. At the same time, authorities encounter difficulties in determining whether the photo or selfie has been edited.
Cosmetic Surgery
Looking good online but not offline? Enter cosmetic surgery. With societal beauty standards becoming increasingly competitive, cosmetic surgery has become increasingly popular among influencers and celebrities. This procedure can enhance one’s appearance by reconstructing facial and body defects, thereby becoming a prominent player in shaping contemporary beauty standards.
With the growing number of influencers and celebrities, including notable figures such as Chrissy Teigen and Kourtney Kardashian, undergoing cosmetic surgery and constant exposure to idealised images, many are turning to cosmetic procedures to align with perceived notions of beauty. From nose reshaping to other cosmetic surgical procedures, such as eyelid surgery, breast augmentation, facelifts, lip injections, liposuction, and Brazilian butt lift, a 2021 study on the cosmetic surgery and procedure market in North America anticipates a continuous growth pattern, with a compound annual growth rate of 6.34% expected from 2021 to 2028.
Nevertheless, psychologists and surgeons are concerned that many patients may not fully comprehend the seriousness or potential risks of cosmetic procedures. Anne Wallace, chief of plastic surgery at the University of California, San Diego Health System, mentioned that a concerning trend has emerged where many individuals approach cosmetic procedures as casually as going out for lunch. This cycle of repeatedly seeking more procedures can have adverse physical and mental health consequences resulting in physical complications such as scarring, infection, and nerve damage.
The beauty benchmark set by social media for idealised looks often leads to unrealistic expectations, contributing to feelings of inadequacy and low self-esteem in many individuals. In Canada, the most popular cosmetic surgery procedures are botox and rhinoplasty, with each receiving over 18,100 and 9,900 online searches respectively. With social media spreading awareness and setting new trends, the cosmetic surgery industry has gained popularity owing to the significant rate of societal acceptance of the procedures.
Simultaneously, social media beauty filters and edited images distort our perception of beauty by presenting digitally enhanced appearances as norms. This in turn fuels the desire to attain flawlessness, prompting individuals to consider various solutions, eroding the taboo of cosmetic surgery. While social media is not inherently bad, “beauty” can be influenced and reinforced through its use of social media, setting unrealistic standards for one’s appearance. How we choose to look is entirely up to us, and we should be proud of who we are.
