A new study from Örebro University has found that beauty filters on social media platforms like TikTok are creating unrealistic beauty standards that negatively impact young women's self-image. The research, published on March 21, 2026, analyzed 67 TikTok clips using the hashtag #beautyfilter, where filters smooth skin or add digital makeup.
Professor Göran Eriksson from Örebro University's media and communication science department stated that these filters lead to 'skewed and unattainable ideals, which puts pressure on young women.' According to the study, users judge both their own and others' appearances using these filters as templates, with the female face being critically examined down to the smallest detail.
This leads to skewed and hard-to-achieve ideals, which puts pressure on young women and can make them feel bad.
The research found that some users expressed a desire to look like the filters, while others shared makeup tutorials on how to mimic the digital masks. Professor Eriksson noted that this creates a situation where 'the perfect appearance is idealized,' leading to negative psychological effects on young women who feel they cannot meet these digitally-enhanced standards.
Striving for an appearance requiring digital manipulation is unsustainable and can lead to isolation.
The phenomenon on TikTok indicates a larger problem where surveillance creeps closer, with every blemish being scrutinized.