How K-pop made coloured contact lenses cool, as BTS, Blackpink and NewJeans get starry-eyed

In the early 80s, coloured contact lenses were rare, mostly seen in films or on stage, part of the costume transforming an actor’s look. These lenses were far from perfect: purely cosmetic, they were often uncomfortable, dazzling audiences but taking a toll on the wearer’s eyes.

By the 90s, coloured contact lenses had become a fashion trend. The real game-changer though was the technological leap that made them more comfortable and safer to wear. With new materials and oxygen-permeable designs, coloured contacts now had the potential to go mainstream.

According to Ontario-based optometrist Dr Meenal Agarwal, social media and the media in general have played a significant role in stoking the trend. “In the past, people primarily focused on their looks during their teenage years and into their twenties. Now, even after raising children and well into their forties, fifties and sixties, individuals are striving to reclaim their sense of self.”

K-pop’s rise over the past few years has fuelled the coloured lens craze. Stars from top groups like BTS, Blackpink, Stray Kids and NewJeans have often tied such lenses into the visual themes of their music videos and public appearances.

In March, Korean brand Hapa Kristin opened its first US store in Los Angeles, tapping into the popularity of coloured lenses. Its rise to prominence is also tied to its ambassador, Jang Won-young, the youngest member of K-pop group Ive, whose fan base has caused new releases to quickly sell out. Hapa Kristin stores also offer in-store eye exams so customers can buy contacts without having to visit an optometrist.

Korean contact lens brand Olens is another company that has made a name for itself through collaborations with K-pop celebs, tapping into the massive fan base of groups like Blackpink and NewJeans to boost visibility. Considered the world’s most popular brand of circle lenses, Olens is the go-to for many diving into the world of coloured contacts for the first time.

Circle lenses are often called “big eye” contacts. Originating in South Korea in the mid-2000s, they make your eyes look bigger – more doll-like – by extending the coloured area beyond the natural iris and even adding a black ring around the edge. This wide-eyed look is highly sought after.

Other coloured contacts fall into two other main categories: enhancement tints or opaque tints. “Enhanced tints are great for subtle changes or intensifying your natural eye colour. These lenses are typically best for those with naturally lighter-coloured eyes,” Agarwal explains. She adds that opaque tints are the way to go for someone looking to transform their eye colour completely, as they “offer a more solid tint”.