K-beauty craze sparks new wave of reality shows

The official thumbnail image for Coupang Play survival show "Just Makeup" / Courtesy of Coupang Play

K-beauty's global momentum is now reshaping prime-time entertainment. As the nation's cosmetics exports continue to reach new heights, peaking at a cumulative $8.5 billion through the third quarter of 2025, broadcasters are responding with beauty-themed variety shows that bring the industry's creativity to the screen.

From a makeup competition hosted by K-pop icon Lee Hyo-ri to a New York-based reality show about opening a cosmetics store, the genre is currently undergoing a stylish global transformation.

Korean streaming service Coupang Play combines two fan-favorite elements — beauty and survival — in its new reality series "Just Makeup," which premiered Oct. 3.

Hosted by Lee Hyo-ri, the program brings together some of Korea's most prominent makeup artists, including Jung Saem-mool, Seo Ok and Risabae, who serve as judges. Positioned as the first Korean show to turn the beauty industry into a survival competition, "Just Makeup" breaks new ground by treating makeup artistry as a test of technique and creativity.

In its opening episode, contestants were randomly paired with models and tasked with creating signature looks within a time limit. Each artist had to devise a concept that suited their model, setting the stage for a competition that balances high-stakes tension with meticulous artistry.

The renewed interest in beauty-centered television marks a broader shift in the entertainment industry, which is now positioning K-beauty as a cultural export in its own right.

Another highly anticipated program is tvN's upcoming show "Perfect Glow," which follows celebrity hairstylist Cha Hong and makeup artist-YouTuber Leo J as they set out to open a beauty store in Manhattan. Actors Park Min-young and Ra Mi-ran are also slated to appear, expanding the show's reach among audiences.

What mainly distinguishes these productions from earlier beauty programs is their global scope. While "Perfect Glow" tests K-beauty’s appeal in New York, "Just Makeup" is being released simultaneously on Coupang Play and Amazon Prime Video, signaling a new stage of international visibility for Korean beauty culture.

Celebrity hosts of Korea's long-running makeover show "Get It Beauty" / Courtesy of CJ ENM

From tutorials to global storytelling

For years, Korean beauty programs mainly catered to Korean audiences, offering tutorials on local trends and serving as tastemakers.

The most influential of these was OnStyle's "Get It Beauty," launched in 2006. Running for more than 10 seasons, it became a cultural touchstone by revealing celebrities' beauty secrets, expert techniques and practical advice that helped shape everyday beauty habits in Korea.

Following its success, similar programs appeared across multiple networks, including beauty channel FashionN's "Follow Me," Olive's "Beauty Inside" and broadcaster MBN's "Beauty & Booty." Most shared a familiar format, with a female celebrity host supported by makeup professionals and a studio audience of beauty enthusiasts.

Later, as men's interest in cosmetics grew, some programs also brought male hosts to the forefront, though the overall structure remained largely unchanged.

Now, a new generation of shows is redefining the genre. By blending competition, star power and international ambition, recent K-beauty shows now signal a shift from traditional how-to formats toward global entertainment.

Jung Saem-mool, who serves as a judge on "Just Makeup," reflected on the show's significance after its premiere.

"I'm grateful that makeup artists now have a platform to share our stories and compete in our own field," she wrote on social media. "As K-beauty’s global influence continues to grow, I hope 'Just Makeup' helps shine a brighter light on the creativity and skill of Korean artists."