South Korea is also known for its obsession with perfect beauty and is a global hub for cosmetic surgery. Double eyelid surgery is common, even among teenagers, driven by a cultural standard that equates large eyes with beauty. Clinics offer discounts during post-exam periods, normalize the practice. This intense focus on physical appearance is seen as a way to gain social and economic success, a perception rooted in the historical significance of beauty pageants in Korea.

K-beauty, short for Korean beauty, has become a multi-billion dollar industry since gaining popularity outside South Korea in the 2010s. It's now mainstream in Western markets like the US and UK, praised for its innovative products and focus on skincare. Many high school students even receive double eyelid surgery as a graduation gift, highlighting the pervasive beauty culture. The industry is benefiting from the growing soft power of Asian culture, including K-pop and K-dramas.

Mia Chen, a beauty influencer, attributes K-beauty's success to three main factors: affordability, reliance on natural ingredients, and the cultural influence of K-pop. Consumers are doing more research and favouring brands that offer value and natural formulations. The industry's consumer-led approach means brands are constantly innovating and responding to consumer needs, such as quickly expanding shade ranges in response to feedback.

K-beauty products are significantly more affordable than many Western brands, partly due to fierce competition among the 30,000 K-beauty brands in South Korea. This intense market drives companies to keep costs down through automated production and simple packaging. The industry also benefits from an ecosystem where research and innovation are often outsourced to third parties, allowing brands to focus on marketing and distribution. This contrasts sharply with Western brands that operate with much higher margins and significant marketing budgets, often featuring Hollywood stars.

While the pressure to conform to beauty standards remains high, Rachel notes a slight shift, particularly since the COVID-19 pandemic. Wearing masks led many to reduce or forgo makeup, making it more acceptable to choose not to wear it. There's also a growing awareness that commenting on people's appearance can be rude. However, the affordability of cosmetic treatments like Botox and lip fillers, some costing less than 50 USD, makes them easily accessible, contributing to the difficulty of dismantling this deeply ingrained beauty culture. There are concerns about the ethics of such widespread cosmetic procedures, particularly for young people, and the lack of accountability in some cases.