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K-pop stars aren’t just influencing what fans listen to — they’re also influencing what’s sitting in their beauty cabinets. Korean beauty, or K-beauty, has become a major part of the global K-pop conversation, with idols regularly putting their favorite skincare, makeup and hair care products in the spotlight.
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From BTS and ENHYPEN to SEVENTEEN’s S.Coups and IVE’s Wonyoung, K-pop’s biggest stars are helping put some of Korea’s buzziest skincare and makeup brands on the map. And considering how quickly an idol-approved product can go viral, it’s no surprise that K-beauty has become a go-to for beauty shoppers in the U.S.
