a face like this can look like this or end up looking like this panda masks zombie sheets and hours of online content will help you achieve glass skin this video i'm going to show you guys step by step on what i did to achieve the glass skin effect in a nutshell it's a korean makeup look welcome to the world of korean beauty or k-beauty where women are encouraged to look like real-life instagram filters korean beauty standards are so tough that not even koreans can do it these bright colors and sleek packaging are part of an industry that in 2017 was estimated to be worth 13 billion dollars it's one of the world's top 10 markets for beauty products and experts call this a cultural phenomenon that's here to stay what we have in the beauty world is a lot of innovation and trends that start in the east and then make their way to the west a korean product once had an 8 000 person wait list and routines like the 10-step skincare routine and bubble masks have triggered viral trends around the world but why does the west love k-beauty how do koreans have such flawless skin creative digital marketing combined with clever packaging has caught the attention of beauty influencers bloggers and journalists it is adapted to the modern life of women who do not have a lot of time the use of asian secrets herbal products and other quirky ingredients also make korean products very appealing when it comes to the k beauty world skin care is top most important this is inspiring international brands to even include korean fads in their branding and cosmetic stores across the world have a dedicated k-beauty section the popularity of k-pop and korean tv dramas is also influencing people to follow their beauty regime in hopes of looking like their favorite celebrities what's more interesting is that nowadays a lot of my foreign patients are bringing in korean celebrity photos into my office but south korea's beauty industry goes beyond lotions and potions that promise the world in a jar south korea has the highest rate of plastic surgeries per capita in the world estimates suggest that around one in three south korean women between 19 and 29 have undergone a cosmetic procedure skin whitening nose jobs and double eyelid surgeries are the most popular what i do here nowadays is that a lot of parents giving double surgery as high school graduation present to young girls advertisements like these line the streets of the capital seoul enticing women to transform their bodies but sometimes things can go pretty wrong kim bok soon underwent 15 surgeries on her face in a single day the procedures were botched and she still struggles with multiple health issues another case that made international headlines was that of model hangmioku she was addicted to cosmetic procedures and when doctors refused further treatment she self-injected black market silicone and even cooking oil into her face facing backlash the demand for high-risk surgeries has waned but more and more opt for non-invasive options like fillers and botox activists say that underneath all the global buzz around the south korean beauty fad lies the harsh realities of sexism slimming face masks to breast masks with anti-aging properties reinforce beauty standards uh this is one of the negative aspects about korean culture but then i think it is quite it is changing quite a lot there are also skin care regimes and products available for toddlers beauty experts say trends like these make children internalize social norms and beauty standards from a young age but some women in south korea are now fighting back they're posting videos of themselves breaking and emptying out their cosmetics as a symbol of rebellion against strict beauty standards and it isn't just limited to rejecting makeup a popular news presenter sparked a debate in may 2018 when she chose to wear glasses on air and become the first to do so on a major tv network the government is also trying to make a difference south korean president moon jae-in wants to ban the use of photos in job applications to keep candidates from being rejected over their looks authorities also planned to remove plastic surgery advertisements from the sol metro by 2022 so is the mask of k beauty coming off you