Tren Makeup “Mangklingi” dan Krisis Identitas dalam Industri Makeup Artist Indonesia

Melinda Lailatus Zahro; Nevita Sherly Trihapsari; Angelly Rahmadania Putri Kedua; Olivia Zahra Ramadhani . Ys; Berliana Purwanto Shakhib

doi:10.36312/educatoria.v6i3.1336

Authors

Melinda Lailatus Zahro Program Studi Pendidikan Tata Kecantikan, Fakultas Teknik, Universitas Negeri Semarang, Jalan Raya Banaran, Semarang, Jawa Tengah 50229, Indonesia
Nevita Sherly Trihapsari Program Studi Pendidikan Tata Kecantikan, Fakultas Teknik, Universitas Negeri Semarang, Jalan Raya Banaran, Semarang, Jawa Tengah 50229, Indonesia
Angelly Rahmadania Putri Kedua Program Studi Pendidikan Tata Kecantikan, Fakultas Teknik, Universitas Negeri Semarang, Jalan Raya Banaran, Semarang, Jawa Tengah 50229, Indonesia
Olivia Zahra Ramadhani . Ys Program Studi Pendidikan Tata Kecantikan, Fakultas Teknik, Universitas Negeri Semarang, Jalan Raya Banaran, Semarang, Jawa Tengah 50229, Indonesia
Berliana Purwanto Shakhib Program Studi Pendidikan Tata Kecantikan, Fakultas Teknik, Universitas Negeri Semarang, Jalan Raya Banaran, Semarang, Jawa Tengah 50229, Indonesia

DOI:

https://doi.org/10.36312/educatoria.v6i3.1336

Keywords:

Beauty Industry, Identity Crisis, Makeup Artist, Mangklingi, Makeup Trends

Abstract

The "mangklingi" makeup trend is gaining popularity in the Indonesian Makeup Artist (MUA) industry, especially since the rise of makeup promotions on social media. The term "mangklingi" refers to a drastic change in facial appearance that significantly differs from one's natural appearance. This trend not only symbolizes a MUA's technical expertise but also establishes new standards for assessing beauty. This study aims to examine how the "mangklingi" makeup trend influences perceptions of beauty and triggers an identity crisis within the Indonesian MUA industry. The method used is a descriptive qualitative approach through literature review, observation of social media content, and interviews with several MUAs and makeup service users. The results indicate that the "mangklingi" trend encourages extreme transformation practices that often ignore clients' natural facial characteristics. This situation has the potential to cause social pressure, reduce self-confidence without makeup, and trigger unhealthy competition among industry players. This study provides a more critical understanding of the dynamics of beauty trends and encourages makeup practices that respect individual identity and uniqueness.

Downloads

Download data is not yet available.

References

Andini, S. P., Toar, Y. A. B., Hartanto, P., & Cindi, R. J. (2024). Mengungkap Kehadiran Media Sosial Instagram dan Kualitas Pelayanan: Bagaimana Inovasi Memperkaya Kepuasan Pelanggan?. Jurnal Informatika Ekonomi Bisnis, 6(3), 510-521. https://doi.org/10.37034/infeb.v6i3.955

Aqilah, F., Pane, A. Z., Pratama, R. A., Hasibuan, A. D. P., & Nurbaiti, N. (2025). Analisis Engagement dan Inovasi Promosi Usaha Kopi Lokal di Era Kopi Kekinian. Jurnal Ekonomi Bisnis Manajemen Akuntansi, 3(2), 1-9. https://doi.org/10.70197/jebisma.v3i2.174

Ariani, N. N., Giatman, M., & Yuliana, Y. (2022). Strategi Pemanfaatan Media Sosial dalam Pemasaran Usaha Jasa Make Up Artist. JRTI (Jurnal Riset Tindakan Indonesia), 7(3), 363-368. https://doi.org/10.29210/30031968000

Arista, M. F., & Sudarti, S. (2025). Marketing Strategy Analysis in Building Personal Branding in the Makeup Artist (MUA) Services Sector. Journal of Vocational Applied Research and Studies, 2(2), 151-157. https://doi.org/10.21831/jvars.v2i2.2529

At Thariq, M. W. D., Lesmana, A. C., & Gunawan, W. (2023). Deconstructing Beauty Standards: Unpad Geulis Instagram Account. Masyarakat: Jurnal Sosiologi, 28(2), 1-29. https://doi.org/10.7454/mjs.v28i2.13568

Batubara, M. D. (2020). Industri Budaya dalam Menciptakan Standar Kehidupan Perempuan: Kajian Perkembangan Media. Jurnal Ilmiah Komunikasi Makna, 8(1), 1-11. https://doi.org/10.30659/jikm.v8i1.7994

Briandana, R., Haris, A., Marta, R. F., Chinmi, M., & Aliagan, I. Z. (2022). Media Preneurship Study for the Dynamics Journalism in Indonesia. Jurnal the Messenger, 14(3), 213-228. https://doi.org/10.26623/themessenger.v14i3.2635

Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design Choosing among Five Approaches (4th Edition). Thousand Oaks: SAGE Publications, Inc.

Efendi, I., Safnowandi, S., Dewi, I. N., Utami, S. D., & Abidin, Z. (2020). Pelatihan Produk Olahan Jamur Pasca Panen untuk Penguatan Produktivitas Ekonomi SMA Islam Al-Azhar NW Kayangan. Jurnal Pengabdian UNDIKMA, 1(2), 100-105. https://doi.org/10.33394/jpu.v1i2.2876

Ekasari, R. P., Irwanti, M., Bungin, B., & Jamalullail, J. (2024). Makeup Artist Communication Mix Model in Jakarta. Pancasila International Journal of Applied Social Science, 2(2), 292-311. https://doi.org/10.59653/pancasila.v2i02.623

Fifin, F. D. P., Putri, F. O. M., & Arifah, Z. (2025). Dampak Standar Kecantikan terhadap Kepercayaan Diri Remaja di Indonesia. Journal of Gender Equality and Social Inclusion (GESI), 4(2), 27-34. https://doi.org/10.38156/gesi.v4i2.198

Fitryansyah, A., & Barusman, A. R. P. (2025). The Influence of Social Media Marketing Strategy on Consumer Trust in Makeup Artist Services (A Case Study on Makeup by Arra). The Eastasouth Management and Business, 3(03), 477-494. https://doi.org/10.58812/esmb.v3i03.446

Haryono, C. G., & Hartanto, L. C. (2024). Dynamics of Male Makeup Artists in Indonesia: Navigating Entrepreneurship in the Middle Hegemonic Masculinity. International Journal of Gender and Entrepreneurship, 17(3-4), 312-330. https://doi.org/10.1108/IJGE-12-2023-0308

Herlina, N., & Hegiarto, A. S. (2024). Personal Branding MUA Nina Make Up di Media Sosial Instagram @nhrl.n. Ekonomika45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 12(1), 514-529. https://doi.org/10.30640/ekonomika45.v12i1.3610

Indriani, A. R. D., Aini, D. K., & Ikhrom, I. (2025). Pengaruh Influencer Kecantikan terhadap Ketidakpuasaan Citra Tubuh pada Perempuan. Peshum: Jurnal Pendidikan Sosial dan Humaniora, 4(4), 5113-5121. https://doi.org/10.56799/peshum.v4i4.9552

Indriyani, A., Rahmiati, R., Hayatunnufus, H., & Oktarina, R. (2025). Analisis Strategi Promosi Jasa Makeup Artist Pemula melalui Media Sosial Mahasiswi Tata Rias dan Kecantikan. Tsaqofah, 5(6), 5592-5607. https://doi.org/10.58578/tsaqofah.v5i6.7103

Irdianti, I. (2025). Kecantikan di Era Digital: Tinjauan Literatur tentang Standar Gender dalam Media Sosial. Indonesian Journal of Social and Educational Studies, 6(1), 22-36. https://doi.org/10.26858/ijses.v6i1.74048

Khairunnisa, A. S., Syaela, B. N. A. P., Fauziah, F. N., Nazhirah, H. M., Sofa, M. A. N., Nayyara, N. S., & Rozak, R. W. A. (2024). Analisis Pengaruh Influencer terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ. Jurnal Mahasiswa Kreatif, 2(3), 19-30. https://doi.org/10.59581/jmk-widyakarya.v2i3.3101

Khotimah, N., & Kusumawati, N. (2021). Determinants of Consumer Purchase Decision in Makeup Artist Services. Advanced International Journal of Business Entrepreneurship and SMEs, 3(10), 24-38. https://doi.org/10.35631/aijbes.310003

Kusuma, L. N. A., & Faidah, M. (2021). Konsepsi Kecantikan di Balik Tata Rias Pengantin Bercadar pada Media Instagram. Teknobuga: Jurnal Teknologi Busana dan Boga, 9(1), 70-78. https://doi.org/10.15294/teknobuga.v9i1.26967

Kuswarno, E. (2007). Tradisi Fenomenologi pada Penelitian Komunikasi Kualitatif: Sebuah Pedoman Penelitian dari Pengalaman Penelitian. Sosiohumaniora: Jurnal Ilmu-ilmu Sosial dan Humaniora, 9(2), 161-176. https://doi.org/10.24198/sosiohumaniora.v9i2.5384

Liu, Z. (2025). Beauty in the Digital Age: How Social Media Shapes Gen Zs Cosmetic Trends, Consumer Behavior, and its Ethical Concerns. Advances in Economics Management and Political Sciences, 171(1), 68-78. https://doi.org/10.54254/2754-1169/2025.21839

Malika, A., Novalia, N., & Puspitaningrum, D. (2025). Representasi Krisis Identitas pada Remaja dalam Serial Adolescence (Analisis Semiotika John Fiske). Jurnal Komunikasi, 16(2), 80-91. https://doi.org/10.31294/jkom.v16i2.11960

Miskiyah, I. Z., & Setyowati, E. P. (2022). Persepsi Pengguna Instagram terhadap Makeup Artist di Era Teknologi Informasi. Beauty and Beauty Health Education, 11(1), 31-37. https://doi.org/10.15294/bbhe.v11i1.55024

Monica, M., & Sukendro, G. (2019). Analisis Kreativitas Cindercella dalam Melakukan Make Up Art. Prologia, 3(1), 196-203. https://doi.org/10.24912/pr.v3i1.6239

Mufidah, A., Mubarrok, Z. A., Az-Zahra, F., Wulandari, C. A., Rosita, H., Nabila, A. C., Novika, R. I., & Dewi, R. (2025). Representasi Standar Kecantikan Perempuan Indonesia dalam Konten Endorsement Produk Kecantikan TikTok. Dimensia: Jurnal Kajian Sosiologi, 14(1), 97-110. https://doi.org/10.21831/dimensia.v14i1.80014

Mujiati, D. W., Wibawa, B., Sylvia, C., & Purnamadani, T. H. (2020). Instagram: Integrated Marketing Communication (IMC) sebagai Strategi Penjualan bagi Make Up Artis (MUA). JIDS, 4(2), 211-224. https://doi.org/10.38043/jids.v4i2.2418

Musyarrifani, N. I. (2022). Pengaruh Citra Tubuh terhadap Budaya Konsumsi pada Perempuan. Sasdaya: Gadjah Mada Journal of Humanities, 6(1), 67-80. https://doi.org/10.22146/sasdaya.5246

Naning, S. (2022). Media Sosial dan Budaya Selebriti Milenial di Instagram. Orasi: Jurnal Dakwah dan Komunikasi, 13(1), 44-63. https://doi.org/10.24235/orasi.v13i1.9502

Nifa, A. A., Supiani, T., & Atmanto, D. (2021). Persepsi Konsumen terhadap Kualitas Pelayanan Make Up Artist Pria. Jurnal Tata Rias, 11(2), 1-10. https://doi.org/10.21009/11.2.8.2009

Putri, A. (2017). Perkembangan Penggunaan Produk Kosmetik di Indonesia. Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, dan Terapan Teori, 21(2), 59-64. https://doi.org/10.24123/jeb.v21i2.1637

Rahiem, M. D. H., Ersing, R., Krauss, S. E., & Rahim, H. (2021). Narrative Inquiry in Disaster Research: An Examination of the Use of Personal Stories from the Child Survivors of the 2004 Aceh Tsunami. International Journal of Disaster Risk Reduction, 65, 102544. https://doi.org/10.1016/j.ijdrr.2021.102544

Rahma, N. S., Prastiwi, F. L., Rosadah, A., Almaaidah, W. A., Putri, N. N., & Maghfiroh, A. (2026). Makeup sebagai Bentuk Ekspresi dan Kepercayaan Diri. Educatoria : Jurnal Ilmiah Ilmu Pendidikan, 6(1), 245-251. https://doi.org/10.36312/educatoria.v6i1.1112

Rahma, R., & Idrus, N. I. (2022). Tren Glow Up Challenge di Masa Pandemi Covid-19. Emik: Jurnal Ilmiah Ilmu-ilmu Sosial, 5(1), 23-46. https://doi.org/10.46918/emik.v5i1.1281

Ramdhan, T. W. (2025). Metode Penelitian Kualitatif (Teori, Teknik, dan Aplikasi). Bangkalan: Press STAI Darul Hikmah Bangkalan.

Rifayani, T. Q., & Harahap, J. (2025). Analisis Strategi Representasi Diri dan Personal Branding pada Beauty Content Creator di Instagram Reels. Aceh Anthropological Journal, 9(2), 161-172. https://doi.org/10.29103/aaj.v9i2.22485

Rohani, D. L., & Febriana, P. (2024). Keingintahuan dan Kepercayaan Diri Remaja yang Menggunakan Filter Instagram di Indonesia. Interaction Communication Studies Journal, 1(2), 164-174. https://doi.org/10.47134/interaction.v1i2.2891

Romadhoni, N. A., & Nugroho, M. (2025). Pengaruh Strategi Digital Marketing Instagram, Brand Awarness terhadap Repeat Order Jasa MUA, Kepuasan Pelanggan sebagai Variabel Intervening (Mahasiswi FEB UNISSULA). eCo-Fin, 7(3), 1563-1580. https://doi.org/10.32877/ef.v7i3.2990

Saerang, R. T. (2020). Analisis Pemanfaatan Media Sosial dalam Peningkatan Daya Saing UMKM (Food & Beverage) di Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(4), 1172-1181. https://doi.org/10.35794/emba.v8i4.31588

Sari, L. N., & Susilawati, N. (2022). Motif Penggunaan Filter Instagram di Kalangan Mahasiswa Perempuan Universitas Negeri Padang. Jurnal Perspektif, 5(2), 217-227. https://doi.org/10.24036/perspektif.v5i2.625

Suhada, D. N., Demartoto, A., & Sunesti, Y. (2022). The Dilemma of Beauty in the Social Media Era. KnE Social Sciences, 7(19), 100-109. https://doi.org/10.18502/kss.v7i19.12434

Tedjoworo, H. (2017). Fenomenologi Imaji dalam Seni: Sebuah Pergeseran Peran Subjek Menuju Saksi. Melintas, 33(2), 130-156. https://doi.org/10.26593/mel.v33i2.2958.130-156

Triantoro, D. A., & Pramana, M. A. (2024). Digital Identities and Aesthetic Expression: Uncovering Young Indonesians Argumentation in Filter Usage on Social Media. Channel: Jurnal Komunikasi, 12(1), 37-47. https://doi.org/10.12928/channel.v12i1.724

Waliyani, R., Nurcahya, F., Syifa, F. L., & Iriani, Y. (2026). Transformasi Pemasaran Tradisional ke Digital Marketing: Analisis Peluang dan Tantangan pada Make Up Artist (MUA) di Kota Bandung. Jurnal Riset Rumpun Ilmu Teknik, 5(1), 377-386. https://doi.org/10.55606/jurritek.v5i1.7604

Yulianti, G., Pramono, S., & Santoso, S. (2025). Inovasi Strategi Pemasaran Berbasis Digital untuk Meningkatkan Daya Saing Perusahaan. Ekonomika45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 12(2), 56-69. https://doi.org/10.30640/ekonomika45.v12i2.4135

Zukhaer, K. M., Siregar, J. S., & Atmanto, D. (2025). Pengaruh Konten Makeup di Instagram terhadap Keputusan Pembelian Jasa Makeup Artist. Journal on Education, 7(2), 11922-11929. https://doi.org/10.31004/joe.v7i2.8313