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.

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).

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.

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 cozy comfort of a much-awaited Saturday morning was settling in when I tuned in to the Coachella Week 2 "Sahara" stage live broadcast. Having witnessed the absolute grandeur of ATEEZ's Week 1 performance at Coachella, I was mostly expecting a reiteration of the same iconic level for Week 2. However, what we got was something out of this world.

One phrase kept going round and round in my mind as I watched this ATEEZ set at Coachella week 2. This is a ritual of love. Love for music, love for performance, and very distinctly, love for each other. ATEEZ's Coachella week 2 performance was not just one of the best performances at Coachella this year, but it was a glorious invocation of the muses. Having studied literature and art for all my life, I cannot possibly think of a better way to describe the breathless brilliance of this performance.

Getting the obvious out of the way, of course, ATEEZ's confidence, panache, showmanship, vocals, rap, dance, and all other technicalities were much more polished than in week 1. The boys were now more aware of the stage, and having had one go at it, they were definitely more relaxed. In Korean, this state of mind where one recognizes scope or room to expand is called "yeoyu" (여유).

Yeoyu is something you see in a seasoned warrior, and when our Captain walked onto the stage that night with his members, ATEEZ looked nothing short of warrior princes coming for the throne. Every single member stood out in their own unique way, with their versatile talents on full display. The visuals were top-tier, as always, the styling - en pointe, and the vibes - immaculate. The rap came across power-packed and smooth, the vocals were resounding yet delicate when need be, and energy was at an all-time high. These men knew what they were doing, even with the slightest gaze they held out to the audience, and the effortlessness of it all elevated the performance to a whole new level.

This time, it was as if ATEEZ was putting their lives on the line and thankfully, the camera work delivered in picking up the detailed nuances of this performance. Even as I write this, I'm taken back to SeongHwa, sword in hand, screaming into the sky to call forth the last ounce of strength he needed to pour his all into his art. When SeongHwa roared, like lightning sent back to the heavens, the lump in my throat threatened to escape, only to be held back by the realization that I was looking at a spitting image of Sung JinWoo from "Solo Leveling". Now, I need that live-action to happen, and I need SeongHwa to play humanity's greatest hunter.

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The very next thing I remember is a singular black tear running down his cheek as he stared right down at the camera. This moment has gone viral and for good reason, too, as artists flock to SeongHwa, having found their new muse.

However, it wasn't just the aesthetics of it all that left an impression. To me, as an ATINY and a Hallyu Journalist, this tear represented how far ATEEZ had come. The unstilted passion, diligence, hard work, and endless struggle they endured culminated in this one defining moment when they were on top of the world. ATEEZ, who started from nothing, created something, and won everything, were declaring to the world that they were just getting started.

The respect ATEEZ had for the Coachella stage, for the audience, and for everyone who supported them, especially ATINY, is what that tear symbolized to my eye, but like all art, this, too, is up to your interpretation.

Throughout the world of K-Dramas, various broadcasting stations bring numerous series to the home of fans all across the globe. One of these stations is the illustrious MBC. MBC is one of the most popular broadcasting channels, with its K-Dramas consistently placing in the best ratings list. The channel continues to deliver high-quality productions appealing to fans in South Korea and abroad. As such, MBC drama ratings rise to the very top, with many reaching record highs.

Here are the top MBC Dramas with the highest ratings since 2020!

 

1. "Knight Flower" - 18.4%

Starring Lee Hanee and Lee JongWon, the historical drama "Knight Flower" starred high in ratings and quickly reached high ratings. The drama gained even more popularity in its last weeks and reached the ratings of 18.4% with its final episode. In 2024, the drama broke the previous records held by "The Red Sleeve". The drama is available on Viki, Kocowa, Apple TV, and Prime Video.

 

2. "The Red Sleeve" - 17.4%

Among historical K-Dramas, "The Red Sleeve" was phenomenally made, filled with moments of romance and yearning that cannot be easily forgotten. Due to its massive success, it gained 17.4% ratings, making it the highest rated series among MBC K-Dramas from 2020 to 2023. Luckily for fans new and old, the K-Drama is available to watch on Rakuten Viki.

 

3. "Big Mouth" - 13.7%

"Big Mouth" made big waves during its initial run. The chemistry between Lee JongSuk and Girls' Generation's YoonA was magnificent, and combined with a compelling storyline, it became an immediate hit, reaching 13.7% ratings. The drama can be watched via streaming site Hulu.

 

4. "My Dearest (part 1 & 2)" - 12.9%

Starring NamKoong Min and Ahn EunJin, "My Dearest" gained massive success and tugged on the heartstrings of all its viewers with a total of 21 episodes. Reaching its highest rating of 12.9% with the final episodes, it puts the series as one of the most watched of MBC. "My Dearest" is currently available on Rakuten Viki and Kocowa.

 

5. "Wonderful World" - 11.4%

"Wonderful World" (2024) is a revenge and thriller drama starring Kim NamJoo and ASTRO's Cha EunWoo. The drama went viral on social media and the mysterious story caught attention. The drama peaked at 11.4% with its 9th, 11th, and 13th episodes. It started at 5.3%.

 

6. "Chief Detective 1958" - 10.1%

The retro crime drama "Chief Detective 1958" starring Lee JeHoon, Lee DongHwi, Choi WooSung, Yoon HyunSoo, and Seo EunSoo started with 10.1%. The drama started after "Wonderful World" and garnered a lot of attention to be able to start with such high ratings.

 

7. "The Veil" - 9.8%

Also starring NamKoong Min, "The Veil" kept audiences at the edge of their seats with its various twists and turns. Its captivating suspense allowed the drama to reach its highest ratings of 9.8%, landing it at number four among MBC dramas. "The Veil" is available to watch via Rakuten Viki or Kocowa.

 

8. "The Story of Park's Marriage Contract" - 9.6%

"The Story of Park's Marriage Contract" based on webtoon gained a lot of popularity. Bae InHyuk and Lee SeYoung's chemistry was amazing and the story was full of mystery so the drama gained a lot of viewers. The drama started at 5.6% and reached the highest rating of 9.6%.

 

9. "Tracer" - 9.0%

This MBC drama depicted the hard working performance of the National Tax Service. Featuring a cast with Yim SiWan, Go AhSung, Son HyunJoo, and much more, "Tracer" reached its highest rating at 9.0%, earning it the fifth spot among MBC dramas so far. "Tracer" is available on Rakuten Viki, Kocowa, and Wavve.

 

10. "The Golden Spoon" - 7.8%

"The Golden Spoon" is a webtoon-based drama that followed poor, yet studious Lee SeungCheon (BTOB's SungJae) and chaebol son Hwang TaeYong (Lee JongWon) as they switched lives during adolescence and adulthood. The drama explored the stark differences between the extremely rich and those living in poverty. While there were moments of crushing heartache, there were scenes of uplifting hope that lit up all the dark spaces in your heart. "The Golden Spoon" earned its highest ratings at 7.8% and is available on Disney+ and Hulu.

 

11. "Tomorrow" - 7.6%

While this webtoon-based drama had various moments of uplifting comedy, it also did an excellent job at exploring hard-hitting topics. This involved aspects of mental health, life after death and those left behind, as well as the will to live on. At its highest peak, "Tomorrow" earned 7.6% in ratings. This MBC K-Drama is available on streaming platform, Netflix.

 

12. "Doctor Lawyer" - 7.2%

Starring the iconic actor, So JiSub, "Doctor Lawyer" is a fusion of medical and law, providing the best of both worlds. As Han YiHan (So JiSub) searched for the truth, viewers could not help but remain by his side. With the help of its loyal viewers, the MBC drama reached its highest ratings of 7.2%, placing it at eighth on this list. "Doctor Lawyer" is currently available on Disney+ and Hulu.

 

13. "Kkondae Intern" - 7.1%

Adapted from the winning script from MBC's 2018 drama writing contest, "Kkondae Intern" follows the reversal of roles between Ka YeolChan (Park HaeJin) and Lee ManSik (Kim EungSoo). The office comedy provided viewers a reason to smile and laugh, week after week, and reached its highest ratings of 7.1%. "Kkondae Intern" is available to watch via Rakuten Viki and Kocowa.

 

14. "Dinner Mate" - 6.1%

A story of strangers to lovers, Kim HaeKyung (Song SeungHeon) and Woo DoHee (Seo JiHye) unexpectedly meet on Jeju Island. Bonding over their respective heartaches and love of food, they remain in contact and gradually fall for one another. "Dinner Mate" earned its highest ratings at 6.1% and is available to watch via streaming sites iQIYI and Prime Video.

 

15. "Find Me In Your Memory" - 5.4%

"Find Me In Your Memory" is a moving story between Lee JungHoon (Kim DongWook) and Yeo HaJin (Mun KaYoung). While the drama had its fair share of romance, it also offered moments of healing that aided broken souls everywhere. The drama earned its highest ratings at 5.4%, landing at eleventh among MBC K-Dramas. It is available to watch via Rakuten Viki and Kocowa.

 

16. "The Forbidden Marriage" - 4.9%

"The Forbidden Marriage" certainly had it all: a budding romance, a swoon-worthy second lead, a love triangle that broke your heart, and so much more. Audiences certainly agreed, sticking with the drama for every new episode, helping it reach its peak at 4.9% ratings. "The Forbidden Marriage" is available to watch on Prime Video, Rakuten Viki, and Kocowa.

 

17. "Kokdu: Season Of Deity" - 4.8%

"Kokdu: Season Of Deity" was filled with quirky characters, electrifying chemistry, and a romance that withstood the test of time. Switching between historical and modern, "Kokdu: Season Of Deity" had fans constantly coming back for more, earning 4.8% ratings. The MBC drama is made available to watch via Rakuten Viki and Wavve.

 

18. "When I Was Most Beautiful" - 4.7%

"When I Was Most Beautiful" is a heartbreaking love story featuring Oh YeJi (Im SooHyang) who is caught between brothers Seo Hwan (Ji Soo) and Seo Jin (Ha SeokJin). As they navigated feelings of love and jealousy, audiences remained glued to their seats, watching the story unfold. With the help of its dedicated viewers, the series earned 4.7% ratings, placing it at number fourteen among MBC K-Dramas. "When I Was Most Beautiful" is available to watch via Rakuten Viki and Kocowa.

 

19. "From Now On, Showtime!" - 4.6% & "The Game: Towards Zero" - 4.6%

Comedic with a touch of mystery, "From Now On, Showtime!" was able to captivate viewers with its lighthearted storyline and incredible lineup of actors. On the other hand, there was the more serious, thriller series "The Game: Towards Zero" which kept viewers shrouded in suspense. While two different genres, these series earned its highest ranking at 4.6%, tying at number fifteen among MBC K-Dramas.

Which of these MBC dramas is your favorite? Let us know in the comments!