Li Mei Foong
Jan 14, 2019

Beauty out of the box: keeping up with the modern Asian woman

From 'Escape the Corset' to the #MeToo movement, women around Asia are pursuing broader freedoms, rights and methods of expression. This includes reclaiming the definition of beauty. And brands are in a unique position to respond and engage.

Bae Eun-jeong, who uses the online name Lina Bae, uploaded a video in June 2018 called 'I am not pretty', in which she urges girls not to compare themselves to images in the media, to her YouTube channel as part of the 'Escape the Corset' movement in South Korea

Barefaced, with bowl haircuts This is the new look of feminism in South Korea. As part of the Escape the Corset’ movement, women have been destroying their makeup products and cutting their hair short to protest the “embellishment labour”extended hair and make-up routinesthat they are expected to take part in every day.

In South Korea, beauty and makeup are not skin-deep, but rooted in patriarchal systems that pressure women to maintain unrealistic beauty...

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