South Korean women are destroying cosmetics and cutting their hair short to fight back against unrealistic beauty ideals in what is being dubbed the "escape corset" movement.
In posts across Instagram, Twitter, and other social media platforms, women have been denouncing the use of cosmetics and a culture that pressures as many as one in three women to undergo some form of plastic surgery.
One post on Instagram by user 6_feminist_9 confessed that she had low self-esteem and felt she had to use makeup as a mask just to leave the house.
"I liked pretty things. I wanted to be pretty. I hated my ugly face," she posted.
"Self-esteem came and went. I was always putting on makeup. I did not go to school on days when I did not have good makeup.
"But now you do not have to. It does not have to be pretty. In the meantime, I took off the mask that plagued me and ruined my life."
Another user said: "Today is one month since I decided to cut my hair and take a bath!"
"Cosmetics, lenses, and clothes that are not easy to wear are now used as memorials."
Beauty regimes commonly require women to spend hours applying makeup each day – often involving waking up two hours before work to do so or carrying out lengthy skincare routines that involve 10 steps or more at the end of each day.
he women abandoning demanding cosmetic regimens call themselves "beauty resisters" and are part of a broader push back against South Korea's highly patriarchal society which places a huge emphasis on a woman's appearance as being key to success in life.
tories about young women transforming their lives after having plastic surgery and makeovers are abound in soaps and movies, and popular on reality TV.
South Korea has a massive beauty industry and in 2017 it was estimated to be worth just over ?10bn, according to retail researchers Mintel.
Seoul is the global plastic surgery capital and the wealthy neighborhood of Gangnam reportedly has 500 aesthetic centers.