South Korean standards of beauty contrast heavily with what is considered beautiful and sexually appealing to the West. A peep at Instagram beauties would attest to this: Western beauty now means bronzed, athletic bodies, with the proper proportions from head to foot.
There is an emphasis on the “whole body package” rather than on the face. The face can be less than perfect, but the body has to ‘bring it’ before people can say that an individual is close to perfection.
K-Beauty on the other hand, places the skin as the number one source of beauty. This would explain why the appearance of putting on heavy makeup is less pervasive in Asia; the more natural look is preferred, to emphasize how well-balanced the person is. While South Koreans women do use makeup, they do so to emphasize their natural radiance.