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?

Many K-Pop fans fondly remember "I-LAND", which gave birth to iconic boy group ENHYPEN. They've gone on to achieve worldwide fame through their ever-improving skill and impressive performances.

Now, Mnet has announced the oncoming premiere of "I-LAND 2". But this time, the show looks to create the next hit girl group to make a stand among the 5th generation. And instead of BELIFT LAB, "I-LAND 2" will be in partnership with THEBLACKLABEL. Heartthrob actor Song Kang was also announced as the storyteller of the survival program, raising the excitement even further.

As the premiere date draws closer, Mnet continues to build upon fans' anticipation through the announcement of the producer lineup.

Let's see who will lead these idol hopefuls to achieve their dreams of making their long-awaited debut.

Producer Lineup

BIGBANG's TaeYang

TaeYang will be acting as the main producer for "I-LAND 2". As a walking legend and celebrated veteran of the K-Pop scene, he carries valuable knowhow for the trainees to finally reach their debut dreams. TaeYang is known for both his impressive work ethic and heartfelt sincerity. With these two combined, he'll make a perfect mentor for this group of idol hopefuls.

VVN

VVN is but one of the two music producers that will participate in "I-LAND 2". While she names BLACKPINK JiSoo's 'Flower' and BIGBANG's 'Still Life' as her representative works, she's worked on many other chart-topping hits. This list includes Heize's 'VingleVingle', Henry's 'I LUV U', and TaeYang's 'Nightfall'. With such incredible tracks under her belt, she's sure to help the trainees reach even higher levels of success.

24

Deeply tied to THEBLACKLABEL and having a hand at creating some of the most iconic songs from BLACKPINK, BIGBANG, and Jeon SoMi, 24 will be taking the helm as one of the music producers of "I-LAND 2". With his noteworthy repertoire, viewers might become impatient with excitement, waiting to hear a certified hit from the contestants, all with the help of 24.

Monika

After the success of "Street Woman Fighter", dancers' skills were recognized by the greater public and among the first wave of contestants was PROWDMON's Monika. With her outstanding leadership skills, she'll be able to clean up the trainee's dance lines, making them ready to stand on the world stage.

LeeJung

LeeJung possesses an unrivaled duality that many have come to love. But as one of the performance directors of "I-LAND 2", you can be sure to find the cool, charismatic dancer of YGX, leading this group of idol hopefuls to the finish line. While she'll hype them up with praise when necessary, fans know she'll be an eagle-eyed instructor, making sure they're prepared for every evaluation.

Of course, fans do expect guest producers to make an appearance every so often.

But with this current lineup, excitement for "I-LAND 2" is through the roof.

Are you excited for the survival competition program to start?

BIGBANG's DaeSung has slowly been making his return as a solo artist. Last year, he released special single, 'Flow', and participated in the soundtrack for "Unexpected Business Season 3". However, "Falling Slowly" marks a new chapter in his soloist career.

Containing two tracks, 'Falling Slowly' and 'Light', DaeSung swoons listeners with two tender, heartrending ballads. 'Falling Slowly' acts as the single's title track, employing a star-studded cast in Kim SeonHo and Mun KaYoung as music video leads for the track. You can check out the MV down below.

'Falling Slowly' is a complete masterpiece, effectively tugging on your heartstrings from the very first note. Part of this is owed to DaeSung's legendary vocals and the relatable lyrics that just pierce your heart.

Here's some heartfelt lines from DaeSung's new ballad down below.

1. "Why now, now that you're gone do I realize"

In many relationships, a significant other's presence is felt the most when they're gone. This absence is all-encompassing and causes us to reflect on all the good times, but also all the mistakes that led to parting ways. These lyrics hit like a truck and bring out so many different emotions in just a singular line.

2. "Wish it all remains just as they are, unchanged"

Change can be frightening, even in a loving relationship. At times, you just want to remain in the moment, unchanging, even while under the pressure of the outside world. These lyrics express this sentiment, hoping for continuous happiness with a significant other. This might seem like a simple wish, but remaining constant is a much harder task than what meets the eye.

3. "Beyond a coincidence, we'll eventually come across each other"

There's a certain bitterness after parting. But after the dust settles, a feeling of longing resurfaces, causing at least one person to desire getting back together. Although this might be difficult, these lyrics provide the exact amount of hope needed to reach that end. It holds the hidden desire that perhaps you're bound together by fate and will eventually cross each other's paths once again.

DaeSung's 'Falling Slowly' is heartfelt, moving, and may even leave you in a puddle of tears. But that won't stop you from pressing the replay button a million times over.

What's your favorite lyrics from the track?