More than just brand ambassadors, K-drama stars have become true standard-bearers of K-beauty. And their favourite products and labels are now coveted by viewers around the world.
Today, it is impossible to separate the world of K-dramas from that of beauty. On screen and off, Korean actors have set a global aesthetic: luminous skin, subtle make-up and highly refined skincare routines.
Behind these flawless complexions also lie strategic collaborations with leading brands. As ambassadors, muses or simply loyal users, these stars directly shape trends. Here is a closer look at the brands favoured by the biggest names on the Korean small screen.
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The favourite brands of your favourite K-drama stars
Kim Yoo Jung - LANEIGE
As the face of LANEIGE, she perfectly embodies the brand’s philosophy: deeply hydrated skin for a naturally radiant glow. On social media, she regularly shares her daily routine to maintain a fresh complexion despite intense filming schedules.
First revealed as a child actress and now a confirmed star, Kim Yoo-jung has made her mark with series such as Love in the Moonlight, My Demon and, more recently, Dear X.
One of the brand’s standout products: Its overnight lip sleeping mask, available in a wide range of scents.
Cha Eun-woo - Abib
With roles in True Beauty and My ID is Gangnam Beauty, Cha Eun-woo has become a benchmark for men’s beauty in South Korea. And Abib has understood that perfectly.
As the brand’s ambassador, he represents a minimalist approach to skincare. He favours gentle, effective formulas suited to sensitive skin, with a simple routine focused on purity and balance.
One of the brand’s standout products: Collagen eye patches infused with rose of Jericho.
Shin Se Kyung - Banila Co.
Known for her roles in Run On, Rookie Historian Goo Hae-ryung and The Bride of Habaek, Shin Se-kyung often portrays characters with a soft, natural beauty.
As the face of Banila Co., she embodies a gentle approach to both make-up and cleansing. The brand is particularly known for building its routines around perfectly cleansed skin as the foundation of a flawless complexion.
One of the brand’s standout products: The Clean It Zero cleansing balm.
Go Min Si - Clio
Noticed in Sweet Home, Youth of May and more recently Tastefully Yours, Go Min-si has carved out a place for herself on the Korean small screen across a wide range of roles.
As a Clio ambassador, she represents a bolder, more contemporary take on make-up, playing with textures and colours to create distinctive looks that mirror her diverse characters.
One of the brand’s standout products: A lip palette that sits somewhere between skincare and make-up.
Kim Go Eun - KAHI Cosmetics
CKnown for Goblin, Little Women and The King: Eternal Monarch, Kim Go-eun helped fuel the craze around KAHI Cosmetics through the latter series. As a brand ambassador, she notably uses their hydrating stick on screen.
A quick and effective beauty gesture focused on hydration and glow, which did not go unnoticed by viewers.
One of the brand’s standout products: A multi-purpose collagen hydrating stick.n.
Son Ye-jin - Jennyhouse
Unforgettable in Crash Landing on You and Something in the Rain, Son Ye-jin embodies natural elegance, and her beauty looks are always closely watched.
By partnering with Jennyhouse, a leading haircare brand in South Korea, the actress has revealed her secret to maintaining shiny, healthy hair despite the demands of filming and red carpets. While Son Ye-jin is one of its most iconic ambassadors—having even relied on the brand for her wedding—the list of loyal clients is long: Kim Tae-ri, Han Ji-min, Bae Suzy… the brand claims to work with over 600 Korean personalities.
One of the brand’s standout products: A root-fixing spray for long-lasting volume throughout the day.