Behind The Blush: How Culture Shapes Our Self-Image

by Larisa Barjamovic

Photo by Larisa Barjamovic

GRWM (Get Ready With Me) videos are everywhere: on TikTok, Instagram, YouTube. They invite viewers into seemingly mundane routines doing skincare, picking outfits, brewing matcha but their impact is far from superficial. Beneath the calming tones and curated aesthetics lie some of the most pressing psychological tensions of our time: anxiety, perfectionism, self-optimization, and a distorted body image. Why have these videos, which portray something as simple as brushing your hair or putting on lip balm, become so emotionally charged and psychologically influential? In a culture that increasingly equates appearance with value, even the act of “getting ready” becomes a performance, a ritual charged with social pressures and emotional consequences, not to mention click bait and addictive behaviors.

Mental Health and the Hidden Toll of Aspiration

The appeal of GRWM lies in its ritualistic nature. For some, these videos offer structure in a chaotic world, inspiring a desire to implement small, manageable improvements (NBC Connecticut, 2023). Jiménez-Castillo and Sánchez-Fernández (2019) emphasize that perceived authenticity in influencer content strengthens emotional connection and viewer engagement, creating the illusion that this calm, flawless, and productive lifestyle is both desirable and attainable. But that connection comes at a cost. The JIM-Studie (mpfs, 2022) found that over 40% of teens reported feeling worse about themselves after consuming beauty content on social media. The reason? Constant exposure to idealized, unattainable standards. When routines include $300 serums, spotless apartments, and time for journaling and Pilates before 9 a.m., they become less about self-care and more about performance. Viewers begin to internalize the idea that being “put together” is not optional, but a moral imperative. Nova Cobban (2023) argues that this performance of perfection creates chronic stress, as viewers constantly compare their unfiltered lives to the polished illusions online. Instead of motivating, this comparison often leads to paralysis, a sense of always falling short. It’s not just FOMO anymore, it’s FOFA: fear of failing at aesthetics.

Self-Image, Body Perception, and the Pressure to Improve

GRWM content often centers around skin, hair, and fashion, areas tightly linked to body image. Research from the APA (2016) emphasizes that frequent exposure to narrow beauty ideals significantly increases body dissatisfaction and lowers self-esteem, particularly among young women. This is echoed in findings by Hartman & Rosenqvist (2023), who show that beauty routines promoted online are often a gateway into perfectionist self-optimization, where even rest becomes a productivity goal. The result is a constant cycle of self-surveillance: am I glowing enough, toned enough, hydrated enough? Am I documenting it well enough? This extends into clothing and style. GRWM videos show full looks, perfectly styled down to the earrings. Fashion becomes another battleground for worthiness, where only certain bodies and aesthetics are consistently represented. As Hadero (2023) observes, the lack of body diversity reinforces white, thin, affluent beauty standards, making many viewers feel invisible or “wrong” in their natural form.

The Capitalist Machinery Behind the Mirror

GRWM culture does not operate in a vacuum. It is embedded in an industry built on insecurity. As DeFino (2023) writes, the skincare boom is less about wellness and more about convincing women that their bare faces need fixing. The beauty and fashion industries profit from our perceived flaws, and social media has simply made this messaging more intimate, more persuasive. The Leibniz Institute (2023) notes that influencers often act as disguised advertisers, pushing products under the guise of personal experience. This blurs the line between self-expression and consumerism. Tomorrow Woman (2023) warns of the growing impact on pre-teen girls who are socialized early to link personal value with cosmetic consumption. The earlier this message is internalized, the harder it is to unlearn.

Deeper Harm: Psychological and Societal Consequences

The deeper consequence of this aesthetic culture is emotional exhaustion. When everyday acts like getting dressed or washing your face become stages for performance, there is no room left for messiness, for real emotion, for struggle. This reinforces the harmful notion that mental wellness is achieved through appearances rather than lived experiences or community support. A study by Tiggemann & Slater (2016) found a direct correlation between time spent on appearance-focused content and increased depressive symptoms among young women. The more one consumes curated routines, the more one experiences body surveillance, shame, and pressure to improve. Perfectionism, as studies show, is linked not only to anxiety and low self-esteem but also to burnout and loneliness. When the goal is not just to live well, but to look like you’re living well, it becomes harder to recognize your own worth outside the algorithm.

Conclusion: Reclaiming Beauty and Authenticity

GRWM videos may offer aesthetic pleasure and fleeting motivation, but they also perpetuate deep insecurities, unrealistic expectations, and a culture of endless self-optimization. Their impact, however, is not universal. The way we internalize such content is deeply subjective—what empowers one person might overwhelm another. Some viewers may feel genuinely inspired to adopt healthier habits or structure their day, while others experience self-doubt, inadequacy, or pressure to conform. This spectrum of reactions reminds us that mental health, self-image, and body perception are not one-size-fits-all. There will always be those more resilient and those more vulnerable—especially young people or individuals already struggling with self-esteem. That’s why, in my view, balance is essential. It’s not about condemning these videos altogether, nor about glorifying them uncritically. It’s about finding a middle ground where inspiration doesn’t turn into obsession, and self-care isn’t equated with perfection. To counter the harmful effects, we need not just more representation, but more honesty. Not every routine needs to be perfect. Not every outfit needs to be styled. Not every morning needs to be optimized. Fashion, beauty, and self-care can still be joyful but only when they are untethered from the demand to perform. True self-worth is not found in skincare jars or coordinated closets. It comes from within. As the American Psychological Association (APA, 2016) reminds us, lasting confidence stems from accepting ourselves as we are—not as we appear.

Bibliography:

American Psychological Association. (2016). What is body image?https://www.apa.org/news/press/releases/stress/2016/impact

Cobban, N. (2023). Why comparing ourselves online can sabotage our mental health. Stylist. https://www.stylist.co.uk/health/mental-health-comparison-social-media/719351

DeFino, J. (2023). Skincare und die gefährliche Seite der Beautyindustrie. Zeit Magazin. https://www.zeit.de/zeit-magazin/leben/2023-01/skincare-schoenheitsindustrie-gefahr-jessica-defino/seite-3

Hadero, H. (2023). Influencers, exclusion, and the beauty myth. Stylebook. https://www.stylebook.de/make-up/beauty-industrie-toxisch

Hartman, K., & Rosenqvist, C. (2023). Media exposure and body image in young women. Tomorrow Woman. https://www.tomorrowwoman.com.au/blog-posts/tween-girls-and-adult-beauty-products-the-impact-of-grwm-culture

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of authenticity in the effectiveness of influencer marketing. Journal of Retailing and Consumer Services, 49, 290–298. https://doi.org/10.1016/j.jretconser.2019.03.011

Leibniz Institute for Media Research | Hans-Bredow-Institut. (2023). Einflüsse sozialer Medien auf Schönheitsideale und Selbstbild. https://leibniz-hbi.de/3590

Medienpädagogischer Forschungsverbund Südwest. (2022). JIM-Studie 2022: Jugend, Information, Medien. https://www.mpfs.de/studien/jim-studie/2022

NBC Connecticut. (2023). Why ‘Get Ready With Me’ Videos Have Become a Booming TikTok Genre. https://www.nbcconnecticut.com/entertainment/entertainment-news/why-get-ready-with-me-videos-have-become-a-booming-tiktok-genre/3033108/

Tiggemann, M., & Slater, A. (2016). NetGirls: The Internet, Facebook, and body image concern in adolescent girls. Sex Roles, 74(1-2), 76–88. https://doi.org/10.1080/03630242.2016.1159268

BIO:

Larisa Barjamovic is a passionate brand and communication designer with a love for storytelling that is deep and authentic. She finds creative fulfillment in photography and videography, capturing moments and turning them into vivid visuals that spark emotion. Her strength lies in the unique combination of design, photography, and video production, allowing her to create holistic and impactful brand concepts. With a strategic mindset and a drive to keep learning, she develops work that is both visually compelling and purpose-driven, crafting brand experiences that resonate and last.