All the beauty products that were featured in Korean dramas, from next-gen LED masks to sellout lipsticks
Anyone who's a diehard K-drama fan knows this rule: product placements and Korean drama series go synonymously like salt and pepper—from having a meal at Subway to zooming in on the female lead's beauty routine (cue: a closer look at the extensive product lineup on her dresser and/or touching up on her lipstick).
As much as it is eyeroll-inducing at times—especially when the camera lingers on the storefront or logo for a second too long, product placements wield the power to amplify sales, with fashion and beauty items flying off the shelves after a hit series has aired. Case in point: YSL Beauty's Rouge Pur Couture lipstick in 52 Rouge Rose sold out online and in-stores when it was rumoured to be worn by the lead character in My Love From The Star. Plot twist: she didn't wear that lipstick—in fact, it was a combination of four lip colours, none of which included that shade.
Ahead, we rounded up the most glaringly obvious beauty endorsements in Korean dramas that have inspired our beauty hauls—including the impressive LED mask that was recently featured in The King: Eternal Monarch.
Kim Go Eun's moisturising stick in 'The King: Eternal Monarch'
Kim Go Eun's character Inspector Jeong Tae Eul uses KAHI Wrinkle Bounce Moisturising Stick in one of the episodes (while her on-screen co-worker looks on, starry-eyed). A multi-purpose stick that you can use to hydrate both the cheeks and lips? Sign us up. But sadly (for us), it isn't available here just yet; check out other stick options from Tatcha and Pixi.
Lee Min Ho's LED mask in 'The King: Eternal Monarch'
We've lost count how much screen time this sizeable LED mask by Korean beauty device giant Cellreturn scored in the series, but one thing's for sure: it's certainly not playing, what with a whopping 1,026 LED lights to work its magic on your skin—from getting rid of blemishes to minimising wrinkles. The best part? You can actually buy it here.
Park Min Young's beauty routine in 'What's Wrong with Secretary Kim?'
Spot Park Min Young as Kim Mi-so indulging in a complete beauty routine comprising Shiseido's full range of products in a few episodes of What's Wrong With Secretary Kim?. Our favourites include the Synchro Skin Glow Cushion Compact and the White Lucent brightening skincare series.
Lee Sung Kyung's lipstick in 'Dr Romantic 2'
The Laneige ambassador is seen touching up her makeup with the brand's bestselling Layering Lip Bar in the Dr Romantic sequel, specifically in No. 3 - Jealousy Red—a handy must-have for a gradient lip look in mere seconds.
Park Shin Hye's lipstick in 'Memories of the Alhambra'
In episode six of this Netflix K-drama series, Park Shin Hye's character preps her makeup look before heading off to her birthday party with a tinted lip balm that stole the show—Mamonde's Creamy Tint Colour Balm Intense in 24 Nectar Coral.
Song Hye Kyo's lipstick in 'Encounter'
Song Hye Kyo's character Cha Soo Hyun receives a lipstick from Jin Hyuk (Park Bo Gum), and while she wasn't raring to accept it initially, she caved and was seen wearing it a few episodes. The lipstick in the spotlight is Sulwhasoo's Essential Lip Serum Stick in No. 4 (Rose Red).
Lee Dong Wook's lip balm in 'Touch Your Heart'
In this fan-favourite series, Kwon Jung-rok's (Lee Dong Wook) vanity lineup is an enviable one to boot, from the complete Boy de Chanel range to the Allure Homme grooming essentials—a fitting tribute seeing how Lee is the face of Chanel's Boy de Chanel campaign.
Kang Mi Rae's perfume in 'My ID is Gangnam Beauty'
When it comes to not-so-subtle product placement in Korean dramas, this series takes the cake for visual overload. In this case, fragrance house Atelier Cologne is the star of the premise. Im Soo‑hyang's character Kang Mi Rae wears Atelier Cologne's Pomélo Paradis as her signature perfume (since middle school), and the brand's full collection of perfumes serves as the backdrop for certain scenes as well.
Kim You Jung's lipstick in 'Clean With Passion For Now'
In comedy series Clean with Passion For Now, Kim You Jung touches up her makeup with Laneige Stained Glasstick in No. 6 Red Spinel for a vivid shine. Psst: the Laneige ambassador will be appearing in a new Korean drama series, Backstreet Rookie, alongside Ji Chang-Wook—more here.
More K-beauty coverage here.