Tan Skin Branding on TikTok Account @skinofmeid: Challenge to Dominant Beauty Narratives

Indonesian society has ethnic and cultural diversity that gives rise to different beauty standards in each region. However, the media and globalization often ignore local beauty standards, including the image of dark-skinned and curly-haired women in Eastern Indonesia. The researcher aims to analyze the content of the TikTok account @skinofmeid, which displays the image of Tan Skin and examines its relationship to the construction of beauty standards for Indonesian women. The researcher uses a qualitative approach with a content analysis method on the content uploaded by the account. The analysis results show that the @skinofmeid account actively builds a positive image of dark skin and challenges the dominant narrative that white skin is the leading beauty standard. The researcher concludes that social media, especially TikTok, is essential in shaping a more inclusive beauty narrative and represents ethnic diversity in Indonesia.