Ideal feminine beauty according to Korean cosmetic brand’s Instagram profiles

Abstract This article seeks to discover the prevalent ideal of feminine beauty proposed by Korean cosmetic brands on their Instagram profiles. Using content analysis, 433 female figures extracted from 320 photos and videos published on their Instagram profiles by five brands Hera, Innisfree, Nature Republic, Missha and The Face Shop were analyzed. The results portray a recurring aesthetic ideal in the form of a young, slim woman with a flawless white complexion, a small V-shaped face, a small nose and almond-shaped eyes with double eyelids. Likewise, it was observed femininity, confidence, composure, a healthy countenance and a neat, genuine and non-sexualized appearance are attributes related to the beauty of the most of the protagonists of images. Finally, although the aesthetic profile is similar in all brands, the beauty ideals proposed by each one present differences, above all depending on the attitudes and attributes of inner beauty that the female figures reflect.