During the first three quarters of the year, South Korea’s cumulative cosmetics exports reached 8.5 billion USD, confirming the global popularity of K-BEAUTY.
The television industry is responding to this craze with a wave of new beauty programs. From survival shows hosted by LEE HYORI to programs where experts open salons abroad, beauty shows are now seeking to reinvent themselves.
Coupang Play has combined two successful themes: beauty and competition. In the show “JUST MAKE UP (저스트 메이크업)”, launched on October 3, LEE HYORI serves as the host, while experts such as JUNG SAEM MOOL, SEO OK, RISABAE, and LEE JINSOO judge the contestants. Among them are celebrity makeup artists responsible for the looks of actresses like HAN YESEUL and KIM TAE HEE, as well as influential beauty creators like SSIN NIM (1.42 million subscribers) and YouTuber HWASAWONA, known for her expertise.
In the first episode recently aired, participants showcased their talent through a “signature makeup” challenge applied to randomly assigned models. The choice of styles suited to each model and the techniques used allowed judges to assess each artist’s skills, creating the unique tension typical of survival shows.
While the format retains the usual suspense of elimination programs, integrating a beauty theme into this type of competition marks a first. The real question will be whether beauty, as a subject, can fully express its appeal in this setting.
Meanwhile, tvN is preparing to air “PERFECT GLOW (퍼펙트 글로우)”, a show where experts such as hairstylist CHAHONG and makeup artist–YouTuber LEO J open a beauty salon in Manhattan, New York. Actresses PARK MIN YOUNG and RA MI RAN will also take part in the project.
Whereas overseas restaurant-focused variety programs once dominated the screen, television now seems eager to test the potential of beauty as a theme. By highlighting the keyword “K-beauty,” these shows aim not only at Korean audiences but also international viewers. “PERFECT GLOW” explores the viability of K-beauty in Manhattan, while “JUST MAKE UP” is being broadcast both on Coupang Play and the global platform Amazon Prime Video.
Interest in Korean culture has recently expanded to gastronomy, traditions, and tourism. The Netflix series “Culinary class war (흑백요리사: 요리 계급 전쟁)” sparked global enthusiasm for Korean cuisine, while the American animated film “KPOP DEMON HUNTERS”, centered on K-pop idols, drew attention to the National Museum of Korea.
In this context, the participation of stars like LEE HYORI and PARK MIN YOUNG, as well as renowned beauty experts, fuels anticipation for these programs.
However, some observers note that, much like certain cooking shows criticized for being overly patriotic in their pursuit of international recognition, the key lies in approaching these trending themes with authenticity and creativity.
In the case of “JUST MAKE UP”, one major challenge lies in the fact that perceptions of makeup differ among viewers: the show will therefore need to strike a balance between professional expertise and sincerity to captivate a global audience.
Journalist: Shawn
Translator: Shawn
Source: SNS Coupang Play
