This research is motivated by the phenomenon of beauty standards on Instagram. Women on Instagram, as seen from their photos, have white faces, thin cheeks, and no acne. Of course, they have their own advantages, one of which is getting lots of likes, viewers, and followers on Instagram social media. It should be noted that not all women have such facial privileges. The impact of this beauty standard makes women feel insecure, like comparing themselves and losing their motivation. Even though a beautiful woman is not only a physical but also an attitude, personality, and view of herself. This study discusses how the self-concept of beautiful women on Instagram. This study uses aspects of self-concept, namely Knowledge, Expectations, and Assessment as a reference in the interview process. This research method uses a qualitative descriptive method with a phenomenological approach. For the sampling technique using Linear Snowball Sampling with several criteria for students who come from different Universities in Pekanbaru City. The following are the results of research that have been found based on 3 aspects of self-concept. Regarding the aspect of knowledge that the current standard of beauty is too based on the trend. If the informants don't follow the trend, they'll certainly get different feedback. The informants have a lot of hopes to become a better person so that in the end a positive self-concept (assessment) is formed. The informants feel much happier, comfortable, motivated, and more confident with themselves now. It is very important to know the strengths that are within. Because beautiful is not only outside (outside) but also inside (inside)
