South Korean university student Yim Ji-su used to sacrifice up to two hours of sleep each morning for her laborious makeup routine, from applying foundation and concealer to perming her shoulder-length hair.
But about six months ago, she joined a growing band of young women who have given up makeup and cut their hair short to rebel against long-held ideals of beauty they claim to have been subjected to in male-dominated South Korea.
The phenomenon has sparked debate in the beauty-obsessed nation, and brands are rethinking their marketing strategies to cater to the growing movement.
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