As of late, it has come to my attention that TikTok is ruining my life. The long-hours of doom scrolling before bed is detrimental for my health and attention span. TikTok lives are wreaking havoc on my finances. And then there is the debilitating blow to my self-confidence delivered by a facial filter, of all things. Dubbed ‘33/33/33’, it imposes three distinct lines over your visage to measure each section of your mien. The purpose of this? To see if it is your forehead, midface or chin that is longer than average. A score of 33 for each segment is ideal; a golden ratio, if you will, that gives the filter its name. Of the numerous results an individual could potentially score, the worst is said to be an extended mid-portion. It is a phenomenon so overblown, so widespread that its TikTok hashtag is now brimming with views in the millions. The general consensus amongst said videos? That having a long midface is a problem to solve.
@rae2far i might be losing it a little 😝 i just wanny be cute guys #help #shitpost ♬ original sound – Rae
As with most beauty trends, the notion of shortening your midface first started in Korea. K-Beauty brands such as 3CE and Medicube leaped onto the bandwagon, pushing out instructional tutorials as well as treatment recommendations to lift and reduce the appearance of the area. “This is literally how 90% of how long face K-Pop idols glow up,” asserts TikTok content creator, Jen, in a video highlighting the best make-up tips to shorten one’s midface. “You have to start learning how to do your make-up horizontally.”
Advocates of this trend are quick to point out the purported effects of what this style does for you: it makes you look cuter, compact, and younger. Celebrities such as Blackpink’s Jennie as well as Itzy’s Yuna are cited as prime examples, with their facial features exuding a “sweet, baby-faced vibe.” None of this is inherently surprising. While attitudes towards ageing have shown marked improvement over the past five years, youth—or, at least, the illusion of it—still forms a significant part of global beauty standards. What’s troubling is how this trend is increasing the scrutiny individuals exert over their appearance, dissecting and looking at one’s appearance in parts.
@selenattv We’re in good company babes #longface #midface #glowup #asianbeautystandards ♬ original sound – slipstream
It’s even more concerning when you consider the access that consumers of today have to information surrounding aesthetic procedures as well as surgical procedures as a whole. The long midface boom has, naturally, led to an uptick in the pushing out of specific services, now repackaged to address said concerns. A quick skim through the long midface hashtag on both TikTok and Instagram tells me enough: fillers are key to “midface balancing”, while “midface thread lifts” are just what you need to increase facial symmetry. And that’s just the tip of the iceberg.
“I think aesthetic treatments do add a layer of complications to these types of beauty fads, in a way where some clinics and doctors prey on the insecurities caused by these trends to earn a quick buck,” points out Kayla, aspiring make-up artist and content-creator. “To some, a long midface is just a category to which their face belongs. It’s a way to try out a new make-up style, or a chance for them to learn a new technique. But to a more vulnerable population, it is a gateway to bigger and more serious issues.”
Indeed, while it’s safe to say that a large percentage of content centered towards long midface reduction is skewed to be make-up focused rather than surgical, there is something to be said about the individuals that are being exposed to such messaging. The implication that an “ugly” facial variation exists—even when it is never explicitly said—can be incredibly damaging to one’s psyche especially for a younger audience.
“Ultimately but also unfortunately, I do feel that this is a big part of what drives the beauty industry,” admits Kayla. “The best thing we can do for ourselves is recognise that, and also understand when to disengage when it is doing us a disservice.”
