This look is mainly a high-key lighting setup, often with some retouching afterward.

The core idea is:

• Light the subject brightly and evenly from the front, often with two lights placed roughly 30–45° from center.
• Light the background even brighter so it blows out to pure white.
• Additional lights may be used behind or to the sides to add separation along the chin or edges.

That creates the clean, bright “immersed in light” look. The strong clarity in the eyes and facial contrast is often enhanced in post with:

• Selective sharpening, especially around the eyes
• Possible skin-evening retouching such as frequency separation

For video, the same basic lighting principle applies: lots of soft, even light on the subject and a brighter background.

So yes: it’s mostly a lighting style first, with editing often used to polish the final result.