K-Beauty
Korean beauty trends and product reviews
8 articles
IVE's Wonyoung Is Now the Face of Miu Miu Beauty in Japan and South Korea
IVE's Jang Wonyoung has been named the beauty ambassador for Miu Miu in Japan and South Korea, fronting the Miutine Eau de Parfum campaign. The April 2026 appointment deepens a four-year relationship with the Italian house. Emma Corrin serves as Miutine's global face; Wonyoung takes the dedicated Japan and Korea role.
Kwon Eun-bi Named New Banila Co Brand Ambassador
Former IZ*ONE leader and Waterbomb Goddess Kwon Eun-bi is the new face of Banila Co, marking her biggest beauty brand partnership to date.
Seol In-ah Renews as Alma Korea Ambassador, Takes Campaign to Six Asian Markets
South Korean actress Seol In-ah has renewed her brand ambassador contract with medical aesthetics brand Alma Korea and will front an integrated six-country campaign across Asia through 2026.
Kim Sejeong Is REJURAN's New Global Brand Ambassador
PharmaResearch has named Kim Sejeong as the new global brand ambassador for REJURAN and REJURAN COSMETICS, launching a full-scale international campaign in March 2026.
Jang Wonyoung Is Now the Face of Dr. Althea
IVE's Jang Wonyoung is the new global ambassador for Dr. Althea, the Korean skincare brand behind the best-selling 345 Relief Cream. The Pure Lab is targeting 500 billion won in 2026.
Japanese Men Are Redefining Grooming With K-Beauty
Korea has overtaken France as Japan's top cosmetics supplier. The man behind the shift? Felix of Stray Kids, HERA's first-ever male global ambassador.
IVE's Liz Named TONYMOLY Global Ambassador as K-Beauty Bets on the Liz Effect
TONYMOLY has named IVE's Liz as its new global brand ambassador ahead of the label's 20th anniversary. Days after releasing REVIVE+ to massive chart success, Liz is now the face of one of K-beauty's most recognizable names.
TirTir Is the Hottest Beauty Brand of 2026, and It Says Everything About K-Beauty's Global Moment
A Korean cushion foundation brand just scored a perfect 10/10 on the Cosmetify Index, dethroning Huda Beauty, Kylie Cosmetics, and every Western giant in its path. TirTir's rise is the clearest signal yet that K-Beauty is no longer a niche. It's the new center of gravity.