“Turning Myself Into an LA 10”: the beauty trend sparking controversy

In the United States, the idea of aesthetic “perfection” varies drastically depending on the region. On the West Coast, the LA ideal is characterised by sharp features and sophisticated makeup; in places like Utah, a beachy vibe with soft waves and sun-kissed skin prevails. These differences have inspired a TikTok challenge where users reinterpret each state’s “10” with their own hairstyling and makeup styles.

The format is simple. Using Foxy Brown’s Candy as audio, the video begins with a bare face and then cuts to a final look inspired by the typical aesthetic of a specific state. For some creators, it’s a perfect excuse to experiment with new techniques or recreate local styles. For others, it’s the start of a flood of harsh comments about their appearance.

The trend doesn’t explicitly aim to reinforce or challenge beauty standards. Although in practice it has become an open invitation for strangers to comment on the attractiveness of the person behind the camera. Some critics argue that many of these looks don’t represent everyone, but rather only a very specific segment of the population.

TikTok’s reputation as a hostile environment for self-esteem is nothing new. This format has provided a platform for anonymous accounts to spread hate freely and offer unsolicited “advice” on how to please men.

As with many viral trends, the original intent becomes blurred once the videos reach a wider audience beyond the intended demographic. Thus, proclaiming oneself a “10” through this trend—whether humorously or aesthetically—has turned into a controversial statement, easy prey for trolls to pick apart.