Beauty standards vary across cultures and histories, often highlighting the unique values and aesthetics of each society. In South Korea, the ideal of beauty is distinctively different from that of Western countries—emphasizing features like luminous pale skin, double eyelids, V-shaped jawlines, and slender figures. These ideals, deeply rooted in Korean culture, have gained remarkable global traction in recent years.
Thanks to the immense popularity of K-pop idols and Korean celebrities, Korean beauty standards have rippled far beyond Seoul. Groups like BTS and BLACKPINK have helped define and export the “K-beauty” aesthetic, turning it into an international phenomenon. As a result, trends such as dewy “glass skin,” small facial features, and minimalistic yet precise makeup have been embraced by fans around the world.
International beauty brands now cater to these preferences with products like cushion foundations, sheet masks, and eyelid tape appearing on shelves in New York, Paris, and São Paulo. Social media further amplifies the influence—spreading K-pop-inspired skincare routines, makeup tutorials, and even diets to a global audience eager to replicate the look.
At the heart of this fascination are Korean celebrities, whose carefully curated visuals—radiant skin, symmetrical features, and youthful appearances—set the tone for what’s considered beautiful in today’s global beauty culture. While these ideals reflect Korea’s unique cultural context, they’ve evolved into a powerful force that continues to shape perceptions of beauty worldwide.
Just like any other country, South Korea has its own patterns of beauty. The most standard ideals of beauty involve having:
- A small face
- Big eyes
- Pale skin
- A slim figure
1. Small Face
Having a small face is not a glamourized trait in western society. However, in South Korea it is a reflection of true beauty. According to Joyce Kong, the reason for that is because Asian people (in particular Korean) tend to have smaller eyes which give the appearance of a bigger face. To counter back that illusion, many South Korean women and men strive to achieve a V-shapes face. This is a delicate face with unpronounced jaw lines and a pointy chin. To acquire a smaller face many Koreans hide part of their jaw when taking pictures. Or even use filters to depict a smaller proportion of the face. However, more permanent solutions are available in the shape of makeup, beauty utensils and even plastic surgery.
Starting with makeup, contour plays a crucial role to portray the illusion of a smaller face. Contrary in western societies, where contour is aimed to accentuate cheekbones and jaw line; In Korea it has the exact opposite objective. As a result, many Koreans shade the outer line of their faces to acquire a more slender and smaller face. In regards to beauty utensils, South Korea holds some of the most interesting items to reduce accentuated jaw lines. From chin straps, jaw line sheet masks to massaging roles. All promise to slim the face and reduce the appearance of fuller features.
In regards to plastic surgery, being one the biggest plastic surgery centers in the world, South Korea offers cosmetic procedures to achieve a V-shaped face. The procedure is called “v-line” and aims to shave the jaw line to give the appearance of a more slim and minor face.
The Pressure to Conform
The desire for a small face is not just a personal preference—it’s shaped by societal expectations and reinforced by the media. The high value placed on appearance in Korean society means that many feel pressured to meet these exacting beauty standards. This pressure can sometimes lead to stress, anxiety, and even a sense of inadequacy for those who feel they do not measure up. The emphasis on specific traits like a small face promotes a rather narrow definition of beauty, often sidelining those who do not naturally fit the mold.
2. Big Eyes
South Korea’s ideal beauty lies on a youthful and innocent look. We previously mentioned the importance of having a small face. However, having big eyes is also another important key factor to appear youthful. As majority of Koreans hold small eyes with monolids, to increase eye size they mostly recur to plastic surgery. The most popular procedure is called “double eyelid surgery” and it aims to create a second eye crease for a bigger eye look. This procedure is also common to correct eyelid asymmetries.
Other popular procedures involve the injection of fat or filler under the eyes. The main intention is to permanently emulate the natural pockets of fat that appear under the eyes when we smile. As a result, the appearance of bigger eyes is expected; providing a more youthful and cheerful look to the face in return. Furthermore, another way to achieve a bigger set of eyes is by using invisible eyelid tap. The latter is glued to the lid area so when the eye opens it creates a double eyelid fold.
Influence of Media and Representation
Constant exposure to celebrities and influencers who embody these ideals can have a big impact on self-esteem—especially among young people. The relentless pursuit of larger eyes can contribute to feelings of inadequacy and even lead to mental health issues such as body dysmorphia or depression. In Korean media and advertising, there is often a lack of representation of diverse eye shapes and features, leading to a culture where only a specific look is celebrated.
3. Pale Skin
Contrary to the desired golden tan skin in the west, pale skin is much more preferred in the east. The reason for so on the deep cultural roots of Asian countries. In majority of cases, dark skin is associated with labor intensive jobs. While paler skin is associated with high paying jobs. This social class implication has been set since the royal era and transferred into contemporary society as a cultural beauty standard.
Confucian values have also played a significant role in shaping these ideals. The emphasis on modesty, respect, and harmony has influenced beauty standards to favor natural, understated looks rather than bold or extravagant appearances. In Korea, presenting oneself with neatness and modesty is highly valued, and society often places strong expectations on individuals to conform to these ideals. This means that not only is paler skin preferred due to historical class associations, but it is also seen as aligning with broader cultural virtues of refinement and composure.
To achieve paler skin, Koreans utilize a lot of UV protection gear like parasols, protective sleeves and sunscreen. Korean skincare products like sheet masks and face masks also provide blighting effects to accentuate paler skin.
4. Slim Figure
South Korea holds one of the lowest obesity rates in the world. However, still 60% Korean women and 41% men are or want to go on diets. This is because holding a slim figure is highly praised and seen as a sign of beauty in Korean culture.
The beauty standard weight for a female in Korea typically favors a slim and lean figure. There isn’t a specific number set in stone, but generally, a BMI in the lower range of the healthy spectrum is often considered ideal. The emphasis is less on an exact weight and more on maintaining a svelte, delicate silhouette—one that aligns with the K-pop and K-drama stars seen everywhere from Seoul’s subway ads to popular television.
To achieve a slim figure many Koreans turn to diets or plastic surgery. In the case of diets, South Korean resort to weight loss clinics or try popular diets online. Dieting pills are also a common tool and are available in drug stores.
In the case of plastic surgery, liposuction treatments are a fairly popular choice to reduce weight. In particular, fat burning injections, made popular by Korean pop stars, are one of the most typical procedures to reduce body volume.
This focus on slimness reflects both modern media influence and deeper cultural associations with health, youth, and status. The desire for a lean figure persists despite South Korea’s already low obesity rates, highlighting how powerful and pervasive this standard is within Korean society.
Societal Pressures and Self-Esteem
It’s impossible to ignore the influence that social expectations and ever-present media have on self-esteem and body image in Korea—especially for young people. The constant showcase of flawless K-pop idols, actors, and influencers sets a nearly unattainable standard, prompting endless comparisons. For many teenagers and young adults, this can lead to intense pressure to conform—wanting to achieve the coveted V-line jaw, double eyelids, or even the perfect pale complexion.
This cycle of comparison doesn’t just stay online or in magazines. It creeps into daily life through comments from peers, popular social media trends, and the expectations subtly communicated by family members. Over time, this can chip away at confidence and create feelings of dissatisfaction—even when someone already fits many of these standards. The result? A heightened awareness of physical appearance and, unfortunately, a vulnerability to low self-esteem or distorted body image.
To achieve a slim figure many Koreans turn to diets or plastic surgery. In the case of diets, South Korean resort to weight loss clinics or try popular diets online. Dieting pills are also a common tool and are available in drug stores.
In the case of plastic surgery, liposuction treatments are a fairly popular choice to reduce weight. In particular, fat burning injections, made popular by Korean pop stars, are one of the most typical procedures to reduce body volume.
Final Thoughts
Overall beauty standards are deeply rooted in history in culture. Depending on the country and region, ideal beauty patterns vary vastly and can create some cultural shocks. Korean beauty standards are far different from western countries like the United States. However, they should not be judge for that. After all, beauty is relative and there’s no right or wrong when it comes to aesthetics.