Korean beauty, often associated with its famous multiple-step skincare routines turned self-care rituals and known for delivering flawless, glass-like skin, has gained worldwide popularity in recent years. Western makeup trends, on the other hand, are heavily influenced by diverse cultures and beliefs, resulting in a dynamic range of styles that celebrate individuality.
Even though Korean and Western beauty standards are vastly different, we have seen a merging of the two in the beauty industry in recent years, with a growing acceptance and appreciation for diverse beauty ideals. Let's look at these two differing approaches to beauty:
Pale vs. Tanned Skin: A Cultural Staple vs. a Social Norm
The desire for pale, flawless skin in Korea may raise eyebrows when observed through the lens of Western beauty standards; however, it’s deeply ingrained in Korean culture and has been for centuries.
Traditionally, the desire for pale skin and the lengths women go to achieve it in Korea can be traced back to its historical and socio-economic roots. In ancient times, a lighter skin tone was a sign of aristocracy, nobility, and wealth. This was because those of the upper class could afford to stay indoors, avoiding the sun's harsh rays, whereas laborers had to work outside, resulting in a darker complexion. Thus, pale skin became associated with a higher social status, which, in a modern context, has translated into a symbol of beauty.
On the other hand, a tanned appearance is generally found more desirable in Western society, as Westerners associate tanned skin with leisure time, outdoor activities, and a healthy, active lifestyle. Getting tanned means that you either just got back from a vacation or that you live by the beach, which is often viewed as desirable and aspirational and associated with a more affluent lifestyle. It became more prominent in the ‘80s and ‘90s with the rise of beach culture and the fashion for sunbathing.
This can be further confirmed by the surge in migration to sunnier states such as California and Florida, often referred to as "Sun Belt" states, which started around the 1970s and continued into the 21st century, with a considerable influx of residents from colder states like New York and New Jersey.
Skincare: The 10-Step Korean Routine vs. the Action-Packed but Minimalist Western Approach
K-beauty, particularly Korean skincare, has become a global phenomenon in recent years, taking the world by storm, one sheet mask at a time. Known as the "beauty capital of the world" and renowned for innovative and rigorous skincare regimes, it's no wonder that Korean beauty standards have become the appearance goals of many.
The foundation of Korean beauty lies in achieving a flawless complexion through a multi-step skincare routine that can involve upwards of 10 steps that usually include cleansing, hydrating with multiple toners, essences, serums, and sheet masks, as well as moisturizing, and, of course, applying and reapplying sunscreen throughout the day.
In contrast, Western skincare brands, such as La Roche-Posay and Neutrogena, have built their reputation on the simplicity of achieving healthy skin with fewer but more action-packed products. The Western approach to skincare usually consists of products containing multiple active ingredients, such as exfoliating acids and retinoids, that help refine the skin texture and improve hyperpigmentation and uneven tone.
Compared to Korean skincare routines that consist of products focusing on hydration to tackle the same skin concerns by softening rough patches and preventing pigmentary disorders by protecting the skin from the UV rays that cause them, Western skincare routines seem more targeted and straightforward, while Koreans seem to play the long game.
But it's not about which approach is better; rather, it's a matter of personal preference and culture. In Korea, skincare is more than just a routine; it's a way of life, a form of self-care that goes beyond achieving perfect skin. In fact, a survey that aimed to get familiar with consumer behavior regarding cosmetics in Koreans visiting dermatology clinics showed that over 70% of people use skincare and cosmetic products for reasons other than improving appearance, including self-care and mental relaxation.
Westerners tend to focus more on quick results, and their skincare routines often don't consist of more than three or four products that shorten the time expended.
Now, with the rise of K-beauty and its influence on Western beauty standards, we have seen a fusion of the two approaches, with Western brands adopting multi-step routines and Korean brands incorporating more targeted products.
So, be it a cultural, societal, financial, or personal preference, Western and Korean beauty standards have unique qualities and approaches to achieving perfect skin, leaving us with endless options to choose from and express ourselves through.
Makeup: Less Is More vs. Embracing Boldness and Individuality
When it comes to makeup, both Western and Korean beauty standards have their unique takes on what's considered beautiful. Korean makeup trends involve using products that are often enriched with skincare benefits and tend to focus on achieving a natural, barely-there look that emphasizes healthy, glowing skin rather than admirable artistry and makeup application skills.
Minimal, skin-like tinted moisturizers, soft blushes, earthy-toned eyeshadows, a little bit of lash-nourishing mascara infused with hair-strengthening benefits, and straight, thin, and perfectly groomed eyebrows seem to be the go-to steps for a classic Korean makeup look that aims to achieve a youthful, fresh, and innocent appearance.
Although many Western makeup trends have become more acceptable in Korea thanks to social media platforms that expose people to international beauty standards and trends, such as contouring and bold, colorful eye makeup, Korean society still values natural beauty over more dramatic makeup looks.
In the dynamic world of Western makeup, however, beauty trends are as varied as the cultures they stem from, ranging from the effortlessly chic to the boldly expressive. For example, strolling through the streets of a French town where beauty is synonymous with simplicity, you'll notice that French women have a more minimal approach to makeup, often opting for a barely-there look that allows their natural beauty to shine through.
But, a classic French look may often be complemented with bold details such as a swipe of red lipstick or perfectly defined eyebrows, especially if these facial features are naturally full.
Cross the Channel to England, and you'll likely find a bolder approach to day-to-day beauty as English makeup styles often embrace drama and intensity with smoky eyes, full eyelashes, and sculpted cheekbones playing starring roles.
And then we have the American makeup scene, which differs from coast to coast and varies just as much as its landscapes, with New York boasting a fashion-forward population that opts for trendsetting and statement looks, while in Los Angeles, you will find a blend of Hollywood glamour, celebrity-inspired looks, and excessiveness as well as laid-back natural beauty in tune with the city's iconic beach lifestyle.
Whether your personal taste aligns more with the sophisticated, subtle elegance of Korean beauty standards, the dynamic, expressive nature of Western aesthetics, or a combination of both, the right approach to beauty is the one that will make you feel confident and comfortable in your skin.
Closing Thoughts
Social media is exposing the West to Korean beauty and vice versa. Because beauty is personal, you can find an aesthetic that suits you, whether that involves following a 10-step skincare routine or choosing to add a bold red lip on a barely-there makeup kind of day.
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