Growing up, Haein Shim was taught that if she wanted to succeed, she needed to change her appearance. Shim was raised in South Korea, where a competitive job market and booming beauty industry combined to make careful beauty maintenance all but mandatory for gainful employment. By the time she was a young adult, she was spending hours a day and hundreds of dollars a month on makeup and clothes, until one day her friend asked, “Why do we spend so much money on our appearance?” That question upended Shim’s family, career and sense of self. It led her to join a movement called Escape the Corset, calling for an end to strict beauty standards.
In this episode, we also speak to NPR’s Elise Hu, who spent years reporting on the rise of the K-beauty and how it has impacted Korea’s economy and gender politics. Her book on the subject, “Flawless: Lessons in Looks and Culture From the K-Beauty Capital,” examines how women like Haein Shim are changing the face of beauty in Korea.