Abstract:
he traditional media like advertisement plays a significant role in society. Without a doubt,
beauty companies are attempting to integrate their products in the appearance of models
who meet the following standard such as white skin, tall and slender, smooth face without
pimples and pores, sharp nose, straight hair, slim body. Thus, this models then make some
people believe that to be accepted by society, they must follow these standards. Apart from
that, until this day many things have changed, including beauty standards. Several beauty
brands in Indonesia, have demonstrated that they can provide support and a space for their
followers to create their own beauty standards without demanding to stick to established
standards. Mad for Makeup (@madformakeup.co) is an Indonesian beauty company
established on the concept of beauty that is not defined by society's beauty standards. As a
result, Mad for Makeup emerged with the goal of eliminating beauty standards and
upgrading their brand identification by becoming a safe and kind place also create content
for #KinderBeauty that is intended to educate people about the concept of beauty. From
here, the researcher interested to analyze their content using qualitative methods with a
purposive sampling technique to collect the data, then multimodality visual grammar will be
used as a framework for analyzing visual and spoken text to discover hidden meaning in
#KinderBeauty contents. The content will be focused on Instagram Feeds in Reels.
