There’s no doubt that a new K-Beauty product is always trending, especially when a K-Celeb is the face of said product. In recent news, we’ve seen big names like SEVENTEEN’s WonWoo named as the new model of Korean beauty brands like The Face Shop, ZEROBASEONE becoming the new faces of COLORGRAM, and RIIZE becoming the new models of ETUDE, and many more.

There is an abundance of K-Beauty brands with K-Celebs as the face/model/ambassador of the brand - and fans are dedicated to buying these products to support their favorite K-Pop idol or Korean actor. The Olive Young top product ranking (of Apr. 25, 2024) is a great example of this. Out of the 8 products shown, 4 of them have K-Celebs (namely MONSTA X's HyungWon, Go YounJung, 2AM's Jo Kwon, and ZEROBASEONE's Kim JiWoong) as the face of the product, which can increase the odds of consumers buying the product.

Olive Young Screenshot (25/04/2024)

If you've ever wondered why brands opt to add celebrities to their marketing campaigns, a look at the following data from 2021 by LaunchMetrics proves the impact that Korean celebrities (namely BLACKPINK's Jennie and JiSoo, and BIGBANG's G-Dragon) have had on international luxury brands for fashion and cosmetics (which has only grown stronger since then).

LaunchMetrics

If that is the impact that K-Celebs can have on international brands, then it goes without saying that they would have a similar impact on local K-Beauty brands, too.

However, recently fans have been raising the question wondering why K-Celebrities (especially veterans and big names) don't venture into creating their own cosmetics and beauty brands. If they did, surely they'd make a lucrative profit from their fans' support...

In the case of the Western world, artists like Beyoncé, Selena Gomez, and Rihanna have infiltrated the global beauty market with their respective brands. Beyoncé has recently gone viral for her content utilizing her hair care products Cécred, Selena Gomez has become a sensation on social media with her cosmetics brand Rare Beauty, and Rihanna has also created a cosmetics brand that is a staple on the dressing tables of many in the form of Fenty Beauty. So, why don't K-Celebrities leverage their fandoms and take the leap?

The K-Beauty Celebrity Cosmetics Landscape Is Not Non-Existent

If you're looking for K-Celebrity cosmetics, but feeling bleak because you can't find any, then don't despair. There is one brand that you can seek out!

That's not to say that K-Pop idols haven't ventured into creating their own cosmetics brands at all. Jeon SoMi is one of the first K-Pop idols to attempt her own cosmetics line.

 

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She launched the makeup brand GLYF which she had been working on since 2023.

Negative Reactions To A K-Celebrity Makeup Line

However, the product launch was met with some pushback from netizens as they questioned her intention/sincerity and the pricing of the product.

Some argued that Jeon SoMi's first product, the ILLUÉTTE Highlighter Palette (four colors) at 43,000 Korean won (about 31.39 USD), is too expensive.

Whilst this sentiment spread across communities, to be objective, similar celebrity brands in the West charge similarly or even more. The Fenty Beauty Killawatt Freestyle Highlighter (one or two colors) retails for 74,100 Korean won (about 54.02 USD) and the Rare Beauty Positive Light Silky Touch Highlighter (one color) retails for 25 USD (about 34,274 Korean won).

On the other hand, if you compare a similar highlighter palette (with 4 colors) from the Korean brand IPKN called the IPKN Flap One Face Palette, it retails for 32,000 Korean won (about 23.23 USD).

Note: all prices and conversions are as of Apr. 24, 2024.

GLYF Official / Fenty Beauty Official / Rare Beauty Official / Olive Young

Taking these brands into consideration, Jeon SoMi's product is slightly on the pricey side but not entirely out of reach. It is up to consumers to buy a product in their comfortable price range.

The Likeliness Of More K-Celebs Opening Brands In Future

Whilst K-Pop idols are at a career and popularity advantage to launch products in the form of beauty and fashion brands, there might be some hesitance on their part due to potential backlash from fans. Jeon SoMi is one case study, but so is former Girls' Generation member Jessica Jung, who faced backlash from her agency when trying to launch her current fashion brand BLANC & ECLARE.

Some fans perceive pursuing businesses like this as a distraction and a lack of dedication to being an idol. Even in the West, Rihanna has received a lot of backlash for not releasing music and focusing solely on her beauty brand, for example.

As K-Pop fandom prioritizes a relationship with the K-Pop idol, for instance, whilst there might be an outpouring of support for the idol's brand - fans might not like the change in focus.

There is also the issue of K-Pop idols losing out on much-needed brand deals essential to marketing their groups or themselves. This is because beauty brand models are usually tied to only promoting that specific brand due to exclusivity clauses in the contract.

Lastly, and naturally, creating a brand in a saturated market is also a huge risk that K-Celebs may not have the time or energy to take on. Especially in South Korea, where K-Beauty giants such as Olive Young rule the day, it might be difficult to navigate the brands under that umbrella and other competitors. Even a brand (distributor) as huge as Sephora (selling international brands) has had to close down operations in South Korea due to being unable to beat the local K-Beauty market.

If competition can be this fierce between distributors, then it will undoubtedly be just as fierce amongst actual brand competitors.

However, there is still hope that more K-Celebs will take the leap to create products that can help fans feel closer to or like them.

What do you think? Should more K-Celebs be starting beauty brands? Do you reckon that being the face of another K-Beauty brand and not starting their own is the best way for K-Celebs to be part of the K-Beauty industry?

The Hallyu wave has naturally seen an increase in popularity from Korean entertainment. Whether it's a famous idol group or ongoing K-Drama, there's multiple layers to what makes the Hallyu wave so great. As interest in these celebrities grow, so does the attention towards their outfit styling, makeup, and skincare routine.

K-Beauty has revolutionized the way people handle their skin. They become exposed to a myriad of different products that effectively add ten years of life, helping to add a new glow to their visuals. Among the many beauty brands out there is goodal. One of it's slogans, "Feed your glow — skincare made for all", has certainly convinced many to try its products, walking away with happier and healthier skin. And with high profile celebrity, Go YounJung as one of their models, it's easy to buy into the brand and try out one of its many products.

Considering the sheer amount of products out there, here's 5 that you can incorporate into your routine, gaining revitalized and glowing skin. All of the products are available for purchase on Olive Young!

Heartleaf Hyaluron Soothing Cream

Olive Young

Every skincare routine needs a good moisturizer to keep your skin in tip-top position. The Heartleaf Hyaluron Soothing Cream does the trick for when your skin is feeling particularly dry. Even if your skin is more sensitive than others, there'll be no irritation during application or afterwards when the nutrients have seeped in. Olive Young also offers a special refill set at a discounted price, so you'll be able to purchase two for the price of one.

Green Tangerine Vita-C Dark Spot Triple Set

Olive Young

As important as skincare can be, it can get quite pricey, depending on the amount and quality of products you use. However, it's always a blessing to find a product that you can stock up on in a singular purchase. This is where the Green Tangerine Vita-C Dark Spot Triple Set comes in. It offers many positives: from moisturizing your skin to evening out your complexion, it's a magical product, receiving thousands of high reviews from consumers worldwide.

Green Tangerine Vita-C Eye Gel Patch

Olive Young

Do you have pesky dark circles that need a little extra care? K-Beauty brand goodal have just what you're looking for in the Green Tangerine Vita-C Eye Gel Patch! Once more Olive Young offers an enticing website special, providing the opportunity for a two-for-one purchase. In a matter of 5 minutes, you'll feel the skin under your eyes feeling fresh and good as new. And with consistent applications, your dark circles will certainly become a thing of the past.

Black Carrot Vita-A Retinol Ampoule

Olive Young

When it comes to healthier and more vibrant skin, the Black Carrot Vita-A Retinol Ampoule is always an option. This product is especially useful for those with more sensitive skin types, looking to avoid any irritation and improve their skin condition. The addition of Retinol ensures that your skin will receive the appropriate healing and benefits to look even younger than ever before. It tackles multiple issues of your pores, making sure you see a difference in as little applications as possible.

Heartleaf Hyaluron Soothing Jelly Mask

Olive Young

As the day's about to end, it's time to snuggle up with your favorite book, TV show, or K-Variety program and have on a face mask to elevate your skin even further. Look towards goodal's Heartleaf Hyaluron Soothing Jelly Mask to accomplish just this, helping to fully revitalize your skin. It has a cooling effect that will put you in a state of comfort as it helps to moisturize and improve your skin.

With these products, your skincare routine and skin itself are bound to change for the better. These are just a few of goodal's various products that you definitely should add to your cart and proceed straight to checkout.

Which goodal product will you be adding to your skincare collection?

"Wedding Impossible" has finally reached its long-awaited end, closing out in spectacular fashion. Led by Jun JongSeo, Moon SangMin, Kim DoWan, and Bae YoonKyung, the lighthearted rom-com made the start of the week enjoyable and fun. Watching them grow as people and in their relationships served as a source of inspiration to all.

Now that it's over, the drama's absence is already setting in. Although there are many more amazing K-Dramas currently on air, "Wedding Impossible" held a special place in audiences' hearts. If you're feeling dismayed about the tvN show's end, then you've come to the right place.

Here are a few K-Dramas to add to your watchlist following the conclusion of "Wedding Impossible"!

1. "Because This Is My First Life"

tvN

Cast: Lee MinKi, Jung SoMin, and others

Summary: Yoon JiHo is a single woman who dreams of becoming the main scriptwriter for a hit drama. Nam SeHee is a single, IT-worker who owns a house but owes a large mortgage. In order to alleviate the costs, he rents out a room and unknowingly agrees to sign on Yoon JiHo as a tenant. After various happenings and pressures from outside sources, they decide to enter into a contract marriage.

Reasons To Watch: "Because This Is My First Life" is a classic marriage contract K-Drama. Although the two main leads accidentally enter into each other's lives, they form an unlikely bond that becomes even stronger with every new episode. They become sturdy pillars of support, causing them to realize just how much they mean to one another, leading to true love.

2. "Love In Contact"

tvN

Cast: Park MinYoung, Ko KyungPyo, Kim JaeYoung, and more

Summary: Choi SangEun works as a contract marriage specialist, helping her clients to live the perfect single life. She decides to close down her business, but this proves to be difficult, as one of her last clients, Jung JiHo, happens to fall in love with her. Then there's top star, Kang HaeJin, who also employs SangEun's services and vies for her affection.

Reasons To Watch: Piloted by the rom-com queen herself, "Love In Contract" is lighthearted right down to its core. While there are moments of pure sincerity and genuine affection, you can be certain that there will be various scenes filled with side-splitting laughter. You'll become completely immersed, eager to find out how Choi SangEun and Jung JiHo's relationship will progress, crossing over the line between contract marriage specialist and client.

3. "Business Proposal"

SBS

Cast: Ahn HyoSeop, Kim SeJeong, Kim MinGue, Seor InA, and more

Summary: Shin HaRi is an ordinary office worker. One day, she disguises herself and attends a blind date in place of her friend Jin YoungSeo, with the goal of being rejected. Come to find out, the man she's meeting is the CEO of HaRi's company, Kang TaeMu. Plans backfire when he calls the next day, asking for HaRi's hand in marriage.

Watch Because: Similar to "Wedding Impossible", Shin HaRi jumps through numerous hoops to ensure her secret identity remains just that — a secret. Watching her live a double life provides limitless excitement. But the drama gets better as TaeMu and HaRi realize their feelings for each other, eventually transforming into a true couple right in front of our eyes.

4. "Doona!"

Netflix

Cast: Suzy, Yang SeJong, Kim DoWan, Park SeWan, Ha Young, and more

Summary: Lee DooNa is the main vocalist for idol group Dream Sweet. However, due to an accident, she has stepped away from the spotlight. Lee WonJun is a university student who just moved away from home and ended up at the same share house as DooNa. They meet and life is never quite the same for either of them.

Reasons To Watch: If you're a fan of second leads, you might want to check out "Doona!" which features Kim DoWan! He has much better luck in finding himself and someone to truly love here. Aside from the success of Kim DoWan's character, Suzy and Yang SeJong absolutely kill it. Their chemistry is sizzling and will have you binging through the series in an instant. If you start the series at night, beware, you might be in for an all-nighter if you do.

5. "My Lovely Liar"

tvN

Cast: Kim SoHyun, Hwang MinHyun, Seo JiHoon, Lee SiWoo, and more

Summary: Depicts the story of Mok SolHee, a woman who's cautious of others due to her ability to hear lies. She meets murder suspect, Kim DoHa, whom no one believes in. Their paths start to intertwine as they slowly learn more about one another and uncover the secrets that have remained hidden all these years.

Reasons To Watch: Just like "Doona!", no themes of contract marriage can be found in "My Lovely Liar". But in similar fashion to "Wedding Impossible", the main leads must navigate life together, slowly figuring out each other's various charms. They work through a mountainous pile of misunderstandings before they're finally able to be together, happy and in love.

Which K-Drama are you watching now that "Wedding Impossible" is over?