This article analyses the growing emphasis on youth culture on social media, focusing particularly on TikTok, one of today’s most widely used platforms. There has been a notable rise in content related to health and beauty, leading to increasing aesthetic pressure on women’s bodies, especially those over 30 years old. Through a qualitative approach based on content analysis of female profiles, the study investigates how these women navigate the social expectations linked to youth and appearance. The theoretical framework includes critical perspectives from authors such as Susan Bordo, Carles Feixa, Judith Butler, and Kath Woodward, who offer insights into ageism, beauty standards, and the stigmatization of aging in digital media.
