12 Korean Beauty Brands Endorsed by K-Pop Stars and Skincare Junkies Alike

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K-pop stars aren’t just influencing what fans listen to — they’re also influencing what’s sitting in their beauty cabinets. Korean beauty, or K-beauty, has become a major part of the global K-pop conversation, with idols regularly putting their favorite skincare, makeup and hair care products in the spotlight.

From BTS and ENHYPEN to SEVENTEEN’s S.Coups and IVE’s Wonyoung, K-pop’s biggest stars are helping put some of Korea’s buzziest skincare and makeup brands on the map. And considering how quickly an idol-approved product can go viral, it’s no surprise that K-beauty has become a go-to for beauty shoppers in the U.S.

The best part? You don’t need to book a flight to Seoul to get your hands on the good stuff. Many Korean beauty brands are now available in the U.S. through retailers like Amazon and Ulta, making it easier than ever to shop the products behind some of K-pop’s most coveted beauty looks.

K-Pop Stars’ Favorite Korean Beauty Products

Laneige got a major K-pop boost when BTS’ Jin (Kim Seok-jin) became the brand’s first-ever male ambassador in 2024. Now, fans can customize one of the brand’s cult-favorite lip treatments with the Lip Sleeping Mask. Sold exclusively on Amazon, the experience lets shoppers combine two scents to create their own overnight formula, featuring Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter.

Super Junior’s Eunhyuk also went viral for his appearance on Lee Young Ji’s Rainbow TV show in Korea, after sharing that he uses a Mediheal sheet mask every day to achieve his youthful appearance. The brand is known for its affordable K-beauty products that tackle everything from blemishes and breakouts to irritated skin, while providing boosts of hydration and collagen.

It’s unscented and free of animal-derived ingredients, mineral oil, synthetic pigment, fragrance, polyacrylamide, silicone oil, imidazolidinyl urea, triethanolamine, PEG surfactant and parabens, making it the ultimate clean beauty product. A favorite among Korean shoppers, Etude products are now available in the U.S. on Ulta.com.

One viral moment was all it took for mixsoon’s Bean Sunscreen to land on K-beauty fans’ radars. After BTS’ SUGA was spotted applying the SPF in a viral clip, fans took notice. The SPF 50 formula helps protect against UVA and UVB rays and is made with fermented soybean, pomegranate, barley and Korean pear extracts to help keep skin hydrated and glowing.

BTS’ V helped send TIRTIR’s Mask Fit Red Cushion into the spotlight after starring in the brand’s viral global campaign following BTS’ return from military service. The campaign surpassed 80 million views within hours, while the K-beauty cushion became a fan favorite for its buildable coverage, lightweight texture and natural-looking finish.

The ingredients work together to leave skin brighter, smoother and softer. Once only available in Korea, this product is now available officially in the U.S. through Ulta and Amazon, and ships across the country.

The gel-based formula is cool and soothing and doesn’t leave behind any sticky residue or greasiness. The water-based texture is also super lightweight, making it ideal for those with oily, sensitive or combination skin.

There were lineups around the block when Beauty of Joseon opened their house and their LA store in 2024 and for good reason: this stuff actually works! Girls’ Generation members-turned-solo star Tiffany Young is an ambassador for the now cult favorite Korean skincare brand.

The rich cream instantly absorbs into the skin and leaves no greasy feeling behind. Plus, it primes the skin with a hydrating base for makeup. ENHYPEN were named the first-ever global ambassadors for the Korean beauty brand and like all of the picks on our list, this is a great unisex product for all skin types.

This powerful product uses nutritious, low-stimulation filtered snail mucin to give skin a natural glow from the inside out. Use it as one of the first steps in your skincare routine after cleansing and toner. Amazon says more than 100,000 people have purchased this COSRX essence in the last month alone, and the brand now also makes a bestselling moisturizer lotion, eye cream and sunscreen as well. See their full line of picks here.

It plumps, hydrates and smooths thanks to its ingredients, including an entire 40g serum bottle and 25 additional potent ingredients all in one face mask. The formula is cooling and hydrating and certified vegan and cruelty-free. And while some sheet masks leave behind a sticky feeling, Peach & Lily’s formula absorbs quickly into the skin with no mess.

After washing your face, pour the Watermelon Glow PHA + BHA Pore-Tight Toner into your palms before pressing it into your skin. After it’s fully absorbed into your face and neck, apply a pump or two of the Watermelon Glow Niacinamide Dew Drops to achieve the ultimate, long-lasting glow.

K-pop’s influence goes far beyond the music charts, with Korean beauty becoming one of the genre’s biggest global exports. From viral skincare to idol-loved makeup, K-pop stars are helping introduce fans to K-beauty brands and products around the world. With “Swim” topping the Billboard Hot 100 and ARIRANG debuting at No. 1 on the Billboard 200, BTS’ return is just the latest example of the genre’s massive global reach.