4.8 • 3.5K Ratings
🗓️ 7 March 2024
⏱️ 39 minutes
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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.
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0:00.0 | The first time I remember trying to look pretty was in the seventh grade. I had convinced my mom to let me wear eyeliner. |
0:10.0 | Then the most important boy in the world, Garrett, my crush since fourth grade, he took one look at me and asked me in horror. |
0:18.0 | Why do you look like a raccoon? |
0:22.0 | So I tried again. I spent my allowance on strawberry lip gloss, loved how mature and |
0:27.6 | stylish it made me feel. But it backfired horribly. It drew Garrett's attention to something else. |
0:34.0 | You have a mustache, he told me. |
0:35.7 | And in case you didn't know, you also have hair on the back of your neck. |
0:39.2 | I did not know that. |
0:40.7 | For the next several years, I'd sneak into my mom's bathroom to pluck the hairs from my face, |
0:45.0 | and I'd avoid wearing a high ponytail or bun. |
0:48.0 | And as I went on to high school, I became more fixated on my looks. |
0:52.0 | I'd wake up two hours early just to get ready. |
0:54.5 | Growing up in a mostly white town in North Carolina, |
0:57.6 | I wanted to look more like Shelby or Brittany, |
1:00.0 | so I bought a straightener to straighten my frizzy hair and then I bought a |
1:03.8 | curler to recurle it to get the right kind of curls. And throughout the years |
1:09.2 | it continued reaching for creams and products that promised revolution, |
1:13.7 | sinking thousands of dollars into having thick beautiful hair, |
1:17.3 | but also to being hairless in all the right places. |
1:20.5 | Today, Garrett may not be telling me that I look like a raccoon, but in his place our |
1:26.1 | Instagram ads pledging to remove the circles under my eyes, saying that getting Botox is |
1:31.0 | investing in self-care. |
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