Another woman’s makeup collection once seemed like “meaningful consumption,” she writes. “Now, it’s just garbage.” Without it, she wonders, “how will I spend my money?”

This woman wore makeup daily from junior high, reapplying lipstick every hour. Now, she’s throwing it, and “the corset,” away:

“I liked pretty things. I wanted to be pretty. I hated my ugly face,” this woman writes. “I didn’t go to school on days when my make-up didn’t look good.” Now, she says, she realizes that she doesn’t have to be pretty. “I took off the mask that was ruining my life.”

“I was embarrassed to go outside if I didn’t have makeup on.”

Seeing the combination of all these lotions and potions, this woman writes, “I wonder how I was putting this on my face.”

The “escape the corset” movement didn’t come out of nowhere. Instead, it’s just one part of a feminist revolution that has swept the country in the wake of its #MeToo movement. In January, public prosecutor Seo Ji-hyeon accused a former high-profile politician of groping her at a funeral in 2010. In the months since, hundreds more women have come forward with their own stories of assault and harassment. A 22,000-strong Women’s March for Justice in Seoul in June became the largest feminist rally in the country’s history.

These shifting principles are filtering out into how women spend their time and their money, in a country in which a premium has long been placed on beauty. Plastic surgery is a common graduation present, while photos are a normal feature of job applications.

It’s still too early to say whether the movement has begun to affect cosmetics companies’ bottom line, let alone whether it will bring about substantive cultural change. But local media reports say some cosmetics retailers are already working out how to reposition themselves in this new, feminist market. Rather than playing on women’s insecurities, they’ll be targeting male customers more aggressively, instead.

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