These days, K-beauty is more popular around the world than ever before. One big reason is that Korean beauty brands always work to improve their products, using the newest and most effective ingredients. But there’s another reason we can’t ignore: many Korean beauty brands are represented by K-pop idols and actors who are loved by millions of fans. Their influence makes people even more interested in trying K-beauty products.

Since many K-pop idols are ambassadors for beauty brands, it’s easier for fans to find out what products they use and try to copy their looks. Whether you want to get a fresh and natural style or a bold and trendy one, looking at your favorite idols can give you lots of good ideas. That’s why we put together a list of popular K-pop idols and the brands they promote – to help you choose which ones to try based on the stars you love.

Jennie + HERA

© Instagram @herabeauty_official

BLACKPINK’s Jennie has been the face of luxury beauty brand HERA for several years now. Known for her chic and elegant visuals, Jennie perfectly matches HERA’s sophisticated image. HERA is especially famous for its high-quality foundations, lipsticks, and skincare products that give a natural yet flawless finish — exactly the type of glowing, effortless look Jennie often rocks. If you want to achieve that "luxurious but not too flashy" vibe, HERA is definitely worth trying.

                      © Hera Black Cushion Foundation 21N1                                    © Hera Blush #99 Balletic                       © Hera Sensual Powder Matte Liquid #187 Sexual Chocolate

Jang Wonyoung + Innisfree

© Instagram @innisfreeofficial

Jang Wonyoung, the center of IVE, is one of the most popular faces in Korea right now when it comes to brand endorsements. Her fresh and elegant image makes her the perfect match for many brands, and she has quickly become a top choice for beauty, fashion, and lifestyle companies. One of the brands she represents is Innisfree, a well-known K-beauty brand that focuses on natural ingredients and eco-friendly skincare. If you want healthy, glowing skin like Wonyoung’s, Innisfree’s gentle but effective products are definitely worth trying.

© INNISFREE Tweety Edition Vita C  Cream                          © INNISFREE Tweety Edition Vita C Pad                            © INNISFREE Tweety Edition Vita C Serum 

Jang Wonyoung + Amuse

© Instagram @amuse

Jang Wonyoung is also the ambassador for Amuse, a trendy Korean makeup brand that is famous for its colorful, fun, and modern products. Amuse matches Wonyoung’s bright and youthful charm perfectly, offering everything from lightweight lip tints to dewy foundations. If you want to recreate Wonyoung’s playful yet elegant makeup style, Amuse has a lot of great options to explore.

                     © Amuse Powder Lip & Cheek                                       © Amuse Powder Velvet Tint                              © Amuse Eye Color Palette #01 Warm Boksoonga

aespa + miseenscène

© Instagram @miseenscene.official

aespa, the global rookie sensation, represents miseenscène, Korea’s top haircare brand. Known for their trendy and vibrant hair colors, the girls of aespa are the perfect ambassadors for a brand that focuses on hair health and styling. Whether you want silky smooth hair or you’re planning to try bold hair colors like Karina and Winter, miseenscène’s products like the Perfect Serum line are a must-try.

© mise en scène Salon 10 Professional Hair Mask                              © mise en scène Hello Cream                             © mise en scène Curling Essence 2X Volume Curl

Winter (aespa) + Espoir

© Instagram @espoir_makeup

Winter of aespa is the muse for Espoir, a brand known for professional-quality makeup that’s still easy to use for daily wear. Espoir’s foundations and lipsticks are especially popular for achieving the smooth, modern look that Winter is famous for. If you want polished, confident makeup vibes, Espoir is the perfect brand to check out.

© espoir Peach Skin Fitting Base                                 © espoir Balming Glow Peach Series                                  © espoir Be Glow Gleaming Cali

Minnie ((G)I-DLE) + 3CE

© Instagram @3ce_official

Minnie from (G)I-DLE is the face of 3CE (3 Concept Eyes), a brand famous for its trendy, fashion-forward products. Whether it’s their muted tone palettes or chic lip colors, 3CE is about expressing individuality. Minnie’s stylish and slightly edgy beauty looks make 3CE a must for anyone who loves experimenting with makeup trends.

© 3CE Glazed Lip Glow                                                 © 3CE My Ring Eye Liner                                                       © 3CE Blushlighter

Yuna (ITZY) + Naming

© Instagram @naming.cosmetic

Yuna of ITZY is the face of Naming, a minimalist yet trendy beauty brand. Naming focuses on enhancing your natural features with lightweight, stylish products. If you love Yuna’s clean and bright makeup style, you’ll love Naming’s soft-focus foundations and subtle color cosmetics.

© Naming Glowy Heart Lip Tint                                    © Naming Fluffy Baked Highlighter                                   © Naming Syrup Melting Stick

An Yujin (IVE) + Clio

© Instagram @clio_official

An Yujin, the leader of IVE, is currently promoting Clio, a brand that balances boldness with sleekness. Clio’s famous Kill Cover foundation and Sharp So Simple eyeliners are staples for achieving strong yet clean makeup looks, just like Yujin’s fierce stage visuals and natural off-stage beauty.

          © Clio Volumate Gloss                                                 © Clio essential Blush Tap                                           © Clio Soft Blending Shadow Stick

Rei (IVE) + LUNA

© Instagram @luna_makeup_official

Rei, a member of IVE, was chosen as the new model for Aekyung Industrial's makeup brand LUNA in early 2025. LUNA is known for its professional-grade makeup products, and Rei's youthful and fresh appearance brings a new energy to the brand.

© Luna Glow Layer Blur Cheek                                      © Luna Grinding Conceal Butter                                      © Luna Conceal Blender Palette

BABYMONSTER + Banila Co.

© Instagram @banilaco_official

In February 2025, BABYMONSTER was announced as the new brand ambassador for Banila Co., a leading Korean makeup brand known for its trendy and youthful image. Banila Co. highlighted that BABYMONSTER's vibrant and charming presence aligns perfectly with their brand values. The group is expected to participate in various promotional activities, including photoshoots and product campaigns, to introduce new makeup products tailored to Gen Z preferences.

© Banila Co. Romantic Blush Lip & Cheek                               © Banila Co. Sheer Velvet Veil Tint                                       © Banila Co. Pink Cushion