A new study from Örebro University analyzed 67 TikTok clips under the hashtag “beautyfilter.” These are clips that use so-called beauty filters that, for example, smooth skin or add makeup. Some users expressed a desire to look like the filters, while others shared makeup instructions on how to mimic the digital masks.
The study shows how people judge both their own and others' appearance using the filters as a template, says Göran Eriksson, professor of media and communication science at Örebro University. The female face is scrutinized in every detail, with a perfect appearance idealized.
It leads to distorted, difficult-to-achieve ideals that put pressure on young women and make them feel bad, he says.
Striving for perfection
Wilma Ulvinen, 26, doesn't use filters herself, but she sees how it affects those around her, especially younger people.
"You're at such a fragile age in your teens, and it can be difficult to know what's natural or not," she says.
She says striving for an appearance that requires digital manipulation is unsustainable. The pursuit of perfection can have major consequences.
It can even lead to isolating yourself because you don't want to go out unless you look perfect.
"I think everyone is perfect the way they are," she adds.
Commercial counter-movement
The study also included clips of people who were critical of the beauty filter ideals.
The interesting thing about the counter-movement was that it was largely sponsored by a skin and hair care company, so there is a commercial element to it, says Göran Eriksson.
According to the study, authenticity is thus becoming something that can be bought and sold.
The phenomenon on TikTok indicates a larger problem, according to Eriksson.
What's happening on TikTok, and in other ways in the digital world, is that surveillance is creeping closer and closer. Every flaw is scrutinized.
