“Whose Makeup Is That?”: K-Beauty Goes Global Through TV Variety Shows
Creatrip Team
4 months ago
K-Beauty’s global momentum is being amplified by Korean makeup variety shows that double as marketing platforms. Coupang Play’s Just Make-up, a large-scale survival show with 60 top K-beauty artists and official sponsorship from AmorePacific, featured brands like Etude and Hera and boosted viewership strongly overseas (top 10 in seven countries). Contestants used AmorePacific skincare and makeup in final rounds. TVN’s new show Perfect Glow opens a Korean-style hair and makeup shop in Manhattan to serve local customers and is available on Amazon Prime Video; CJ Olive Young sponsors the shop, offering step-by-step Korean skincare guidance, product trials (Olive Young zone), a skin-scan service (skin diagnostic), and K-Beauty curation kits. Industry players say these entertainment formats help introduce Korean indie beauty brands and technologies worldwide and expect continued export growth for Korean cosmetics next year.
