Ulzzang (얼짱), also spelled Eoljjang , is a South Korean term meaning "best face" or "good-looking" that evolved into a major online subculture and a distinct fashion and beauty aesthetic in the early 2000s. The phenomenon originated from online contests where users would post their photos to be judged and voted on, with the winners gaining internet fame.

This gave rise to a highly specific style focused on achieving a cute, youthful, and seemingly effortless "perfect face" look through a combination of specific makeup techniques, fashion choices, and photo-editing. While it began as a subculture, the Ulzzang aesthetic has had a lasting influence on mainstream South Korean beauty standards and K-pop visuals, and its popularity has spread globally through social media.

The Ulzzang subculture originated in the early 2000s with the rise of the South Korean social networking site Cyworld. On platforms like this, online communities held "ulzzang contests" where users would submit their best photos, and the community would vote for the winners. Individuals who gained fame through these contests became the first generation of internet celebrities in South Korea, with some going on to become actors, models, or K-pop idols.

This phenomenon created a feedback loop where aspiring ulzzangs would emulate the makeup, fashion, and even the specific selfie angles (" selcas ") of the most popular figures. This process codified a set of visual rules and techniques, transforming the simple title of "good-looking" into a distinct, replicable aesthetic that spread throughout East and Southeast Asia and later the rest of the world via platforms like Instagram.

The Ulzzang makeup style is the most defining aspect of the aesthetic, designed to create a youthful, innocent, and doll-like appearance with an emphasis on large, bright eyes and flawless skin. The process begins with creating a flawless base to achieve a pale and dewy "glass skin" effect. Eyebrows are typically styled to be straight with a minimal arch, which is believed to contribute to a more youthful expression. The eyes are the central focus and are enhanced with several signature techniques. A key element is the "puppy dog" eyeliner, where the liner is drawn downwards to make the eyes appear larger and rounder. This is often paired with an emphasis on the aegyo-sal, the fatty deposits under the eyes, which are highlighted to create a cheerful "eye smile." To complete the doe-eyed look, circle lenses are frequently used to make the irises appear larger. The style is finished with the signature gradient lip, where color is concentrated on the inner lips and blended outwards to create a soft, "just-bitten" effect.

Ulzzang fashion complements the cute and youthful makeup with a style that is typically simple, casual, and understated. The look emphasizes a clean and put-together appearance that appears effortless. A common formula is the mixing of proportions, particularly pairing an oversized top with a fitted bottom.

Key garments include oversized sweatshirts, hoodies, and t-shirts, which are often partially tucked into skinny jeans or tennis skirts. The color palette is often soft and can include pastels, but the focus is generally on simple, versatile pieces. The fashion avoids overly flashy or complex designs, allowing the "best face" to remain the focal point. Accessories are usually minimal, such as a simple beanie or modern, delicate jewelry.