When a Korean celebrity endorses or casually uses a beauty product, it doesn’t just trend—it sells out. Whether it’s a lipstick worn in a hit drama, a compact shown in a GRWM video, or a skin tint featured in an idol’s airport look, Korean celebs have the power to turn underrated products into overnight bestsellers.

From global skincare sensations to viral makeup must-haves, here are the beauty products that blew up because of Korean celebrities. They prove the power of the Hallyu wave on your beauty shelf.

1. HERA Sensual Powder Matte Lipstick

Celebrity: Jennie (BLACKPINK)

As the global ambassador for HERA, Jennie’s pouty, soft-matte lipstick look became iconic—especially after she wore the shade Rosy Suede in multiple campaigns.

The specific shade sold out in Korea and internationally, with fans dubbing it “Jennie’s lipstick.” Her influence thus helped rebrand HERA from a luxury domestic favourite into a global beauty name.

Key appeal:

• Blurred matte finish
• Chic packaging
• Soft-focus effect perfect for selfies

2. d’Alba White Truffle First Spray Serum

Celebrity: Song Hye-kyo (Descendants of the Sun, The Glory)

Song Hye-kyo mentioned using this hydrating mist serum on set to maintain her glowing skin between takes. Fans quickly took notice—and the rest is history.

The brand couldn’t keep up with the demand generated by the buzz. The mist eventually became a K-beauty holy grail and a staple in flight-friendly skincare routines, often dubbed the “actress spray.”

Key appeal:

• Lightweight hydration
• White truffle and niacinamide
• Glowy, dewy finish that works under or over makeup

3. Peripera Ink Velvet Lip Tint

Celebrity: IU

IU was seen wearing Peripera’s Ink Velvet Lip Tint in several drama scenes and concerts. Fans loved the soft, blurred finish that mimicked her innocent, girl-next-door image.

The lip tint, already popular among beauty junkies in the know, instantly became a top seller on Olive Young and Amazon. Shades like #05 Coralficial were nicknamed “IU Tint” and featured in fan tutorials worldwide.

Key appeal:

• Long-lasting formula
• Airy texture
• Gradient lip-friendly

4. Dr. Jart+ Cicapair Tiger Grass Color Correcting Treatment

Celebrity: Worn by multiple idols, including EXO’s Baekhyun, BTS’s V, and SEVENTEEN members

Male idols started using Dr. Jart’s green-to-beige colour corrector to neutralise redness and even out their skin tone without looking like they were wearing heavy makeup.

It became a backstage staple and the go-to product for men and women alike looking for subtle coverage that’s also soothing. Global TikTok influencers then picked it up soon after.

Key appeal:

• Colour-corrects redness
• Lightweight and skin-calming
• SPF included

5. Torriden Dive-In Serum

Celebrity: Han So-hee (My Name, Nevertheless)

The actress credited Torriden Dive-In Low Molecular Hyaluronic Acid Serum for her glass-like skin in interviews and behind-the-scenes skincare shots.

It is little wonder that her fresh, bare-faced visuals made fans rush to replicate her skincare routine. Within weeks, Torriden became a viral underdog in both Korean and global beauty markets.

Key appeal:

• Fast-absorbing hydration
• No sticky residue
• Great for layering

Suggested read: Most Underrated K-Beauty Brands You Should Know (& Try!)

6. Rom&nd Juicy Lasting Tint

Celebrity: Suzy

Suzy’s effortless beauty has long been admired, and her use of Rom&nd’s Juicy Lasting Tint in Live Your Own Life and other appearances cemented this glossy tint as an MLBB must-have.

The gloss–tint hybrid became a Gen Z favourite, with shades like Figfig and Peeling Angdoo constantly sold out. It became known as “Suzy tint” among fans.

Key appeal:

• Juicy, glossy finish
• Sweet fruity scent
• Non-drying stain

7. Aestura Atobarrier 365 Cream

Celebrity: Recommended by multiple idols including Red Velvet’s Irene and Wendy

K-idols often deal with damaged skin due to makeup and lighting. Hence, Aestura’s barrier-repairing cream started trending when stars said they used it to soothe irritated skin.

This previously lesser-known derma brand became a skincare cult favourite, especially among people with eczema-prone or compromised skin barriers.

Key appeal:

• Ceramide-rich formula
• Hypoallergenic and fragrance-free
• Suitable for all skin types

8. Espoir Pro Tailor Foundation Be Glow

Celebrity: Used on Kim Go-eun, Shin Min-ah, and Seo Yea-ji

Makeup artists behind hit K-dramas like Yumi’s Cells and Hometown Cha-Cha-Cha revealed that Espoir’s foundation was their secret to a natural, dewy base on camera.

The product rose from pro-MUA favourite to Olive Young bestseller, especially among fans who wanted that perfect “no-makeup makeup” finish.

Key appeal:

• Buildable coverage
• Dewy yet non-greasy
• Flawless on HD cameras

9. Laneige Lip Sleeping Mask

Celebrity: Seen in routines by TWICE’s Nayeon, BTS’s Jungkook, and Lee Sung-kyung

What started as a cult K-beauty product exploded globally after idols casually included it in their What’s In My Bag and Skincare Routine content.

The berry-flavoured lip balm gained massive traction on YouTube and TikTok. It eventually sold millions worldwide and even spawned several dupe attempts.

Key appeal:

• Hydrating overnight mask
• Subtle tint and scent
• Makes lips plump and smooth by morning

10. Sulwhasoo First Care Activating Serum

Celebrity: Used by Song Hye-kyo, Jun Ji-hyun, and Irene Kim

Sulwhasoo’s iconic serum had long been a luxury bestseller in Korea. However, after Song Hye-kyo starred in campaigns and included it in skincare vlogs, it regained attention among younger fans.

A new generation of K-beauty lovers discovered the brand through celebrity endorsements, and thus the serum became a symbol of elegant, mature beauty.

Key appeal:

• Anti-aging herbal blend
• Used as the first step after cleansing
• Boosts absorption of other skincare

Final Thoughts: The Power of the K-Celebrity Effect

It’s no secret: when a Korean celebrity touches a product, it turns to gold. Whether through a brand deal, a casual recommendation, or a behind-the-scenes glimpse, the influence of K-pop idols and K-drama stars on beauty trends is undeniable.

From budget-friendly lip tints to high-end serums, these products didn’t just go viral—they helped shape the modern K-beauty landscape. If you’re looking to upgrade your vanity, take a page out of your favourite celeb’s beauty routine. After all, you might just discover your next holy grail.