No matter the culture or era, the pursuit of beauty is often dogged as a trivial one — and nothing gives it legitimacy, backbone, and substance quite like the idea that “beauty is pain.” It’s an effed up message that may take a room full of psychologists to unravel. What else could explain the recent rise in painful face mask removal videos uploaded to social media? In clips posted to Twitter and YouTube, women subject themselves to a hellish torture, grunting, crying and cursing their way through the process of peeling off a face mask as skin is pulled to shocking proportions.
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