Echoes of Beauty: A Comment Analysis of YouTube Makeup Content Through the Lens of Body Image and Appearance Ideals

Aim: This study aims to explore the psychological effects of YouTube makeup tutorial videos by analyzing user comments through the lens of body image and appearance ideals, with a particular focus on themes related to body dysmorphic disorder (BDD). Method: A mixed-methods research design was used. A total of 2,000 comments were collected from the 10 most-viewed English-language makeup videos. The data were analyzed through thematic content analysis and sentiment analysis. Six major themes were identified: beauty admiration, negative self-comparison, cosmetic/behavioral intent, emotional reactions, opinion on content, and other. Each comment was also categorized as positive, neutral, or negative in sentiment. Results: The most frequent themes were “beauty admiration” and “opinion on content.” Comments praising appearance and makeup skills had the highest positive sentiment scores. Co-occurrence of subcodes, such as praise and envy, revealed emotionally complex reactions among viewers, suggesting an interplay between admiration and self-critical comparisons. Conclusion: While beauty content can foster inspiration and engagement, it also has the potential to heighten body dissatisfaction, promote harmful comparisons, and reinforce appearance-based validation. These findings highlight the importance of socially responsible beauty content and the need for mental health–supportive strategies on digital platforms.