There's no denying that South Korea is always ahead of the game when it comes to beauty innovations. From their unique ingredients down to their trendy approach to makeup and skincare, it's no surprise that the entire world now constantly looks to SK for inspiration. That said, by far one of their biggest achievements is having an active male audience—they've democratized beauty for men in a way that Korean men being the faces of skincare and makeup brands is as common as having female endorsers. And just to show you well they do their job, we rounded up some of the male Korean stars who'll make you want to shop, stat:
1. Hyun Bin for Mediheal
Unlike Yoon Se Ri, the sheet mask featured on Crash Landing on You didn't end up there by accident. It was on the show because Hyun Bin (who played Captain Ri) is an ambassador for Mediheal, a Korean skincare brand known for their wide range of masks for different skin types. The brand actually released a limited edition version of their N.M.F Aquaring Ampoule Mask with Hyun Bin's face printed on the packaging a few years ago!
2. Gong Yoo for La Mer
It's not often that La Mer has celebrity endorsers, but like them, we'd make an exception for Gong Yoo, too. The Goblin actor is the face of the luxury beauty brand in Korea, which is only fitting for K-drama royalty like him. We've seen him pose with products like Crème de la Mer and The Eye Concentrate, so it's no wonder he's always glowing!
3. Lee Dong Wook for Chanel Beauty
Back in 2018, Chanel launched Boy de Chanel, a makeup line made specifically for men. It was launched in Korea, and the brand chose Lee Dong Wook as the line's official face. Two years later, the Goblin and Touch Your Heart actor is still a loyal Chanel boy and continues to promote beauty products like their Bleu de Chanel line for publications like W Korea.
4. BTOB's Sungjae for Some by Mi
In case you haven't noticed, beauty brands love the Goblin boys. Yook Sungjae (a.k.a. Deok Hwa) endorses the trendy skincare of Some By Mi alongside Momoland's Nancy. The brand became popular online for their Miracle Toner, mostly because of its packed ingredients list that features AHA, BHA, PHA, and niacinamide!
5. Jung Hae In for Dewytree
Dewytree gained popularity in Korea for its minimalist packaging and innovative use of natural ingredients. Their branding is too perfect of a match to Something in the Rain actor Jung Hae In's boy next door visuals, and of course, his naturally dewy skin!
6. NU'EST's Minhyun for Jo Malone London
Hwang Minhyun's effortless star power has landed him a huge beauty deal with British fragrance brand Jo Malone London. Early this year, the NU'EST member was hailed as their first Korean ambassador, thanks to his clean and modern look that fit the brand perfectly.
7. NCT 127 for Nature Republic
Just last April, Nature Republic unveiled the boys of global K-pop group NCT 127 as their newest ambassadors. Their big reveal was nothing short of cinematic, because the announcement was coupled with perhaps the most extra commercial for sunscreen we've ever seen. What a way to kick off the summer season!
8. Seventeen for The Saem
The Saem's cult-fave products weren't the only things that made their launch in Manila in 2018 as highly-anticipated as it was. It was the fact that they brought all 13 members of K-pop group Seventeen with them to celebrate, much to the delight of their Filipino fans (or carats, as they're officially called!).
9. EXO's Baekhyun for Tirtir
EXO's main vocal and soloist Baekhyun landed his first individual beauty contract with Tirtir, consequently raising interest for the brand's products thanks to his popularity worldwide. The brand's previous main endorser was Park Seo Joon, while Baekhyun and his fellow EXO members were the previous ambassadors of Nature Republic.
10. GOT7's Jinyoung for Tom Ford Beauty
Jinyoung has had not one but three video collaborations with Tom Ford Beauty, and needless to say, they've all proved his incredible star power. In fact, the He Is Psychometric lead actor and GOT7 member's first shoot with W Korea featuring the brand's Rose Prick perfume caused the scent to be sold out everywhere in Korea when it launched!
11. Kang Daniel for Givenchy Beauty
As a brand model for Givenchy Beauty, Kang Daniel has the honor of advertising the designer brand's newest makeup releases from skincare, powders, down to their classic red lipsticks. He's had countless features wearing these products on the Korea-based publications of W, Marie Claire, Elle, and Cosmopolitan—talk about making his magazine rounds!