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?

"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?

Despite it being a decade since their debut, Apink continues to remain ever present within the K-Pop industry. They've certainly solidified their legendary status with hits like 'NoNoNo' and 'Mr. Chu'. But they've also constantly grown, showcasing their evolution with tracks like '%%(Eung Eung)' and more recently 'D N D'.

The girl group have a distinct sound, known best for their refreshing, vitamin-like vocals. While they're most known for their group promotions, Apink is made up of individuals with incredible talent. Over the past week, Apink's Kim NamJoo has been reminding us of this fact with her first solo comeback.

Outside of Apink's innocent image, NamJoo as a soloist is more mature with an alluring sound that would make anyone keep their eyes locked on the idol. Of course she didn't start off like this, making constant improvements throughout her career to become the artist she is today.

Early Stages

Apink's debut song, 'I Don't Know' was a song filled with pure innocence, reminiscent of a bright, clear spring day. In addition to their refreshing image, being part of the maknae line added on to NamJoo's cute aura. But behind her sweet visuals were honey-like vocals that became the source of pure joy.

The few years that followed, NamJoo's focus was on group activities. This time proved pivotal in cementing Apink's status among their colleagues and ever-growing idol landscape. It wouldn't take too long for the girl group to really come into their own and prove their mettle, becoming idols that everyone looked forward to.

While immersed in group promotions, NamJoo was able to participate in a few other projects like 'A Year Ago' with fellow groupmate Jung EunJi and Jang HyunSeung, as well as 'Photograph' with BTOB's Yook SungJae. These showed small glimpses of NamJoo outside of Apink and her potential to spread her wings and fly on her own. However, as we now know, those solo endeavors would come much later.

Polishing Her Skills

Creating a firm foundation, NamJoo continued to polish her skills, whether it came to her already wonderful vocals, stunning dance lines, and all encompassing stage presence. She participated in collaborations with other artists and even formed a subunit with fellow member BoMi, called Apink BnN. Through all these endeavors, NamJoo continued to showcase her evident talent and knack for performing on stage.

Even when not standing underneath the spotlight on music stages, NamJoo stirred the hearts of Panda everywhere with her reinvigorating presence and bubbly personality. She became known as a true mood maker both within her group and among others.

Although she did a lot in order to develop an artist, in between music show visits and studio room recordings, she even opened up her own YouTube channel. Through this new venture, she greeted fans and viewers with joy-inducing mukbangs that filled both your stomach and your heart. NamJoo is definitely an allrounder, able to captivate on any stage.

A Stunning Transformation

Apink Official

Although she led a successful career as an Apink member, when it came time to make her solo debut, NamJoo realized she needed to present a totally different image. And she did just that through her solo debut with title track 'Bird'. In previous years, she was merely spreading her wings to get a feel of the wind, but through her solo debut, NamJoo was able to finally fly off into scary, yet exciting music industry all on her own. With her groupmates and fandom supporting her, she made an incredible transformation into the soloist we see today.

In light of her recent comeback, NamJoo shows she's not done growing as an artist. Through 'BAD' she comes forth more daring and bold than ever before. While she still introduces herself as Apink's NamJoo, there's a clear distinction between her two identities that make up one amazing whole.

Kim NamJoo continues to make headlines, flying higher than ever before. Despite being an established name within the K-Pop industry, she makes multiple strides to improve and become better than ever before.

Have you listened to NamJoo's latest comeback?