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?

While some idols do not have individual Instagram accounts, more and more are opening them. Some idols have also been gaining followers over the years.

Here are the most followed female K-Pop idols on Instagram and a rough ranking of other idols on Instagram. If you are not following your favorite idols' Instagram, it is time to do so.

All data was retrieved on February 22, 2024, at 1:00 PM KST. We will update regularly.

 

1. BLACKPINK's Lisa - 101m followers - @lalalalisa_m

 

2. BLACKPINK's Jennie - 83.6m followers - @jennierubyjane

 

3. BLACKPINK's JiSoo - 77.4m followers - @sooyaaa__

 

4. BLACKPINK's Rosé - 76.4m followers - @roses_are_rosie

 

5. IU - 32.2m followers - @dlwlrma

 

6. Suzy - 19.8m followers - @skuukzky

 

7. Jeon SoMi - 19.7m followers - @somsomi0309

 

8. Girls' Generation's TaeYeon - 19.1m followers - @taeyeon_ss

 

9. HyunA - 18.1m followers - @hyunah_aa

 

10. Girls' Generation's YoonA - 17.3m followers - @yoona__lim

 

11. Girls' Generation's Tiffany Young - 16.2m followers - @tiffanyyoungofficial

 

12. Red Velvet's Joy - 14.6m followers - @_imyour_joy

 

13. TWICE's Momo - 14.3m followers - @momo

 

14. Red Velvet's SeulGi - 13m followers- @hi_sseulgi

 

15. TWICE's Tzuyu - 13m followers - @thinkaboutzu

 

16. Jessica - 12.2m followers - @jessica.syj

 

17. TWICE's NaYeon -  12.2m followers - @nayeonyny

 

18. aespa's Karina - 12.2m followers @katarinabluu

 

19. Kim SeJeong - 12m followers - @clean_0828

 

20. Red Velvet's Irene - 11.7m followers - @renebaebae

 

21. TWICE's Sana - 11.7m followers -  @m.by__sana

 

22. IVE's Jang WonYoung - 11.5m followers - @for_everyoung10

 

23. Red Velvet's YeRi - 10.8m followers - @yerimiese

 

24. CL - 10.8m followers - @chaelincl

 

25. LE SSERAFIM's Sakura - 10.8m followers - @39saku_chan

 

26. f(x)'s Krystal - 10.7m followers - @vousmevoyez

 

27. TWICE's JiHyo - 10.6m followers - @_zyozyo

 

28. Sandara Park - 10.1m followers - @daraxxi

 

29. TWICE's ChaeYoung - 10.1m followers - @chaeyo.0

 

30. TWICE's Mina - 9.8m followers - @mina_sr_my

 

31. LE SSERAFIM's Huh YunJin - 9.4m followers - @jenaissante

 

32. TWICE's DaHyun - 9.3m followers - @dahhyunnee

 

33. MAMAMOO's HwaSa - 9.1m followers - @_mariahwasa

 

34. LE SSERAFIM's Kim ChaeWon - 8.8m followers - @_chaechae_1

 

35. (G)I-DLE's Yuqi - 8.4m followers - @yuqisong.923

 

36. TWICE's JeongYeon - 8.4m followers - @jy_piece

 

37. Girl's Day's HyeRi - 8.2m followers - @hyeri_0609

 

38. Girls' Generation's SeoHyun - 8.1m followers - @seojuhyun_s

 

39. Red Velvet's Wendy - 8m followers - @todayis_wendy

Here are more female K-Pop idols' Instagram follower numbers and accounts.

Over 7m followers

(G)I-DLE's Minnie (@min.nicha), Girls' Generation's SooYoung (@sooyoungchoi), SunMi (@miyayeah), IVE's An YuJin (@_yujin_an), LE SSERAFIM's Kazuha (@zuhazana), aespa's Winter (@imwinter)

 

Over 6m followers

f(x)'s Sulli (@jelly_jilli), Girls' Generation's HyoYeon (@hyoyeon_x_x), Girls' Generation's YuRi (@yulyulk), SISTAR's BoRa (@borabora_sugar), aespa's NingNing (@imnotningning), aespa's Giselle (@aerichandesu)

 

Over 5m followers

f(x)'s Amber (@amberliu), Girls' Generation's Sunny (@515sunnyday), T-ARA's JiYeon (@jiyeon2__), (G)I-DLE's ShuHua (@yeh.shaa_), (G)I-DLE's SoYeon (@tiny.pretty.j), LE SSERAFIM's Hong EunChae (@hhh.e_c.v), (G)I-DLE's MiYeon (@noodle.zip)

 

Over 4m followers

EXID's Hani (@ahnanihh), Lee Hi (@leehi_hi), BoA (@boakwon), SISTAR's Hyolyn (@xhyolynx), NaNa (@jin_a_nana), Minzy (@_minzy_mz), MAMAMOO's MoonByul (@mo_onbyul)

 

Over 3m followers

AOA's SeolHyun (@s2seolhyuns2), Son NaEun (@marcellasne_), f(x)'s Victoria (@victoria02_02), T-ARA's HyoMin (@hyominnn), MAMAMOO's Solar (@solarkeem), MOMOLAND's Nancy (@nancyjewel_mcdonie_), AKMU's SuHyun (@akmu_suhyun), Kim MinJu (@minn.__.ju)

 

Over 2m followers

Park Bom (@newharoobompark), APINK's EunJi (@artist_eunji), Jung ChaeYeon (@j_chaeyeoni), Heize (@heizeheize), DAVICHI's MinKyung (@iammingki), MAMAMOO's WheeIn (@whee_inthemood), WJSN ChengXiao (@chengxiao_0715), Choi Yena (@yena.jigumina), Kang HyeWon (@hyemhyemu), Lee ChaeYeon (@chaestival_), Kwon EunBi (@silver_rain.__), ITZY's RyuJin (@iamfinethankyouandryu)

 

Over 1m followers

Ailee (@aileeonline), Sorn (@sssorn_chonnasorn), EXID's SolJi (@soul.g_heo), EXID's JeongHwa (@parkjjongaa), f(x)'s Luna (@hermosavidaluna), Girl's Day's YuRa (@yura_936), Girl's Day's MinAh (@bbang_93), Weki Meki's Kim DoYeon (@lafilledhiver_), Nako (@75_yabuki), Hitomi (@10_hitomi_06), Kang MiNa (@_happiness_o), Kim SoJeong (@onedayxne), YeRin (@every__nn), VIVIZ's EunHa (@rlo.ldl), VIVIZ's SinB (@bscenez), VIVIZ's UmJi (@ummmmm_j.i), Kwon NaRa (@hv_nara), OH MY GIRL's Arin (@ye._.vely618), Jamie (@jiminxjamie), KARD's JiWoo (@_zziwooo0), YuJu (@yuuzth), Jo YuRi (@zo__glasss), KARD's SoMin (@somin_jeon0822), ITZY's YuNa (@igotyuandme), ITZY's YeJi (@yezyizhere), ITZY's Lia (@lia_loves___), ITZY's ChaeRyeong (@chaerrry0)

 

Did we miss anyone? Let us know in the comments.

 

Any fan of 2nd gen K-Pop must’ve loved how unapologetically close the idols of different groups were to each other. Fans of 3rd gen K-Pop can also testify to the closeness of 3rd Gen K-Pop idols amongst themselves. Take Red Velvet’s Irene and TWICE’s NaYeon, or the members of GOT7, SEVENTEEN and MONSTA X. We’re very lucky that the friendship between idols has only strengthened with time in 4th gen groups.

Though at first, it seemed that 4th gen groups didn’t interact with each other, with the exception of Stray Kids and ITZY. But now, it’s very different. Idols are completely open to making friends from different groups; whether or not they’re the same age doesn’t really count. Since fans so much love to see their faves hanging out both during and outside work schedules, we’ve noted 7 cutest K-Pop friendships between 4th gen K-Pop groups and soloists.

 

1. Jeon SoMi and aespa’s Giselle

Yes, we know. Jeon SoMi is K-Pop’s best friend. Considering she’s one for the most social idols out there, there’s always news about who she’s hanging out with next. While she’s best friends with TWICE’s ChaeYoung and close to the ITZY members to mention a few, we can’t here but fawn over how adorable her friendship with aespa’s Giselle is. The two of them are strong supporters of each other, and they constantly hang out together, whether it’s catching dinner at SoMi’s house or working out together. Their personalities together is a match made in heaven, and as SoMi even said, Giselle might just be her soulmate.

 

2. TXT’s YeonJun and Stray Kids’s ChangBin

This duo is the talk of the 1999 male idol line in K-Pop, also with the addition of ATEEZ’s WooYoung. Both YeonJun and ChangBin constantly hang out together, as said by TXT’s YeonJun. Even at the MTV VMAs this year, both Stray Kids and TXT were present at the awards show, and we definitely got some lovely ChangBin and YeonJun friendship moments backstage. Fans also love to tease the two for their significant height difference, and that makes the duo even cuter to admire and support.

 

3. Choi YeNa and (G)I-DLE’s YuQi

Another ’99 line friendship on the list, but with female idols this time. Soloist Choi YeNa is one of K-Pop’s social butterflies. Even from her IZ*ONE days, she has shown how comfortable she can make people around her feel with her humor and wit. It seems like fate that she’d befriend YuQi, who also has a considerable amount of charm, wit and humor. The two of them together are quite literally a fun house, and a talent house as well, with YeNa’s single ‘Hate Rodrigo’ that featured YuQi. We think they’re absolutely beautiful, the two of them together.

 

4. LE SSERAFIM’s Hong EunChae and NMIXX’s KyuJin

This pairing was only possible because of KyuJin’s extraversion. Not only did she push to be friends with EunChae, she also wishes that all the ’06 liners— Billlie’s Haruna and NewJeans’s HaeRin— can be friends. With KyuJin and EunChae, it’s a combination of E and I, because of their MBTI types. KyuJin brings in the fun and the energy, and EunChae brings in the quiet charm and cuteness. Together, they are the most adorable friendship duo, and we just love them too much.

 

5. Lee YoungJi and IVE’s An YuJin

Lee YoungJi is a talented rapper alright, but she also has a cult following and friendship among idols. YoungJi is friends with aespa’s NingNing, IVE’s Jang WonYoung and LE SSERAFIM’s Kim ChaeWon to mention a few. However, we’re highlighting on her friendship with IVE’s An YuJin here, because we think it’s the most adorable. As seen in the shows they’ve appeared in together, YoungJi and YuJin have the most adorable dynamic. It’s filled with support while still encouraging the other to step out of their comfort zones. Plus, we all love how in love YoungJi is with YuJin (and WonYoung, too), and it’s just the sweetest thing ever.

 

6. aespa’s Karina and Kep1er’s Kim ChaeHyun

While Kim ChaeHyun might’ve put her SM trainee days behind her, she definitely didn’t forget her amazing older friend, Karina. As soon as Kep1er debuted, ChaeHyun made it a point of duty to meet Karina, and meet they did. The two have been hanging out in photo booths and other places, even doing each other’s group dance challenges together. We can tell that not only is this a cute friendship, but also a reliable one for the both of them.

 

7. Lee ChaeYeon and ITZY’s ChaeRyeong

It’s the way these two jokingly call each other their best friends, and of course, we believe them. Though ChaeRyeong and ChaeYeon are siblings, they’ve been in the industry together for so long. From their competitive days in the survival program, “SIXTEEN” up until their respective debuts, they’ve had each other’s backs. They might be sisters, but the fact that they share their burdens being idols in the public eye must’ve helped build a solid friendship between them. We can’t be more happy for them at this point.