VIDEO A day with a K-pop star's makeup artist
"I feel like an idol!" Howdy Korea's host, Yasmin, exclaims her voice expressing disbelief as she catches her reflection in the mirror. Her cheeks are flushed with a soft cream blush, her lips shine with gloss and highlighter, and her hair is styled in polished twin braids — a look she hasn’t worn since childhood. It’s a moment of surprise and delight, captured during her visit to Soonsoo, one of Seoul’s most sought-after makeup salons.
The salon in the middle of Chungdam-dong isn’t just any neighborhood beauty parlor. It’s a high-profile destination known to have served K-pop stars like Apink, IVE and Red Velvet’s Joy, as well as actors like Byun Yohan and rappers like Zico. At the helm is Jung-an, a seasoned makeup artist who has long worked behind the scenes for some of Korea’s biggest celebrities. When Yasmin requested a look inspired by BLACKPINK’s Rosé, Jung-an not only agreed but thoughtfully broke down Rosé’s signature aesthetic to tailor it to Yasmin’s features.
Yasmin is not an anomaly: Her visit reflects a broader shift. An increasing number of foreigners are booking services at Korean beauty salons, drawn by the promise of K-beauty. According to South Korea's Ministry of Food and Drug Safety, the country’s cosmetics exports reached an all-time high of $10.2 billion in 2024. K-beauty is enjoying unprecedented global interest — but is the industry doing enough to accommodate its new international clientele?
Shifting Shades: Foundations Beyond #21
Korean beauty has long been synonymous with pale, luminous skin — a standard reflected in product offerings. At many mainstream retailers like Olive Young or newly rising retailers like Daiso, it can still be difficult to find darker foundation shades. However, that is beginning to change.
When asked about inclusivity in base products, Jung-an reached across her vanity and picked out several darker-toned foundations without hesitation. “We always keep a wide range of shades here,” she said. “So clients shouldn’t worry — we’re ready for everyone.”
Her readiness is part of a growing trend. Korean cosmetics brand TIRTIR launched an expanded line of foundation shades designed to cater to a more diverse audience. By 2023, the brand had sold more than 20 million products globally. Amorepacific, one of Korea’s biggest beauty conglomerates, also introduced a new label, Tonework, offering up to 200 shades to match an extensive range of skin tones.
Bridging Cultures Through Language and Representation
The shift is not only visible on vanity tables but also in the workforce. “If foreign makeup artists ever want to work in Korean salons, we welcome them with open arms,” said Jung-an. “They can speak the client’s language and understand their culture better. As long as they speak Korean and have no problem communicating with other artists, they'll have no problem getting a job.”
Jung-an recounted how she had seen one salon bringing in a Japanese makeup artist specifically to cater to Japanese tourists. Increasingly, major salons are advertising multilingual support. A popular location frequented by stars like Park Shin-hye and Song Ji-hyo now explicitly advertises that Chinese and English interpretations are available.
Though still a minority, foreign makeup artists in Korea are slowly increasing in number, reflecting the beauty industry’s cautious but real efforts toward inclusion.
Tailoring Aesthetics to Global Tastes
Accommodating international clients isn't just about shade range or spoken language — it's also about aesthetic preference. While the hallmarks of K-beauty — dewy skin, gradient lips, soft eyes — remain popular, makeup artists like Jung-an now consider regional preferences when working with foreign clients.
“I try to incorporate what’s trending in their home countries too,” she explained. That might include sharper contouring, more vivid lip colors or bold eye looks. Yasmin herself noted how different the Rosé-inspired look felt compared to her usual makeup style — and how refreshing that difference was.
This kind of customization suggests a new direction for K-beauty — one that isn’t about exporting a singular Korean aesthetic but about co-creating beauty across borders.
Not Just a Makeover, But a Transformation
As Korean beauty continues to grow on the world stage, salons are evolving to meet new demands — not only with inclusive product ranges and multilingual services but with an open mindset that embraces aesthetic diversity.
For tourists or expats in Korea, booking a salon session is no longer just about the makeup — it’s a chance to connect. “It’s not just about looking different,” Yasmin said. “It’s about discovering a new version of yourself.”
In a society where beauty has long been tied to uniform standards, K-beauty’s shift toward inclusivity might just be its most beautiful transformation yet.