Due to the abundance and availability of makeup in South Korea, women wearing makeup has become an expectation and a social norm. An’s research conducted on 2017 on the rewards that are gained when someone is considered to be beautiful in Korea proves that women are motivated to wear makeup not only for self-satisfaction but due to rewards and societal pressures. An claims that in her surveys, women claimed that through wearing makeup, they can earn the reward of ‘looking pretty’, ‘covering flaws’, ‘taking care of oneself’, ‘has an impact on social life and economic activity’ and ‘positive impact during work’. On top of that, factors such as discrimination based on appearance for job opportunities and exaggeration from mass media have created a culture of lookism in South Korea which creates a societal norm that women are expected to wear makeup as a form of manner. The impact makeup has on South Korean women has now far reached from adornment and self-satisfaction to social rewards and economic activities.