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8 male Korean stars ruling the beauty world: from Astro’s Cha Eun-woo’s Dior Beauty gig and Got7’s Jackson Wang who reps Armani and Mac, to Exo’s Kai in YSL make-up and Lee Dong-wook for Boy de Chanel
STORYDiem Nguyen Le
- The incredible influencing power of K-pop and K-drama stars has led to many brands snatching up these talents as ambassadors – like Tom Ford Beauty with Gong Yoo from Squid Game and Train to Busan
- Meanwhile, Seventeen’s Mingyu scored a deal with Lancôme, Nu’est’s Hwang Min-hyun has worked with Clarins and Guerlain, and SF9’s Rowoon has repped products for Estée Lauder Korea
The extraordinary influencing power of Korean stars can be felt across many industries today, from music and cinema to fashion and beauty.
As more international brands scramble to catch exclusive deals with the biggest K-pop singers and K-drama actors, the world is really starting to take notice of the ever-expanding Hallyu wave. Korean heartthrobs – known for their soft yet masculine looks – especially get scooped up as faces of beauty campaigns.
So, who are the current South Korean “beauty kings” ruling the cosmetics world?
1. Astro’s Cha Eun-woo – Dior Beauty
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On January 15, Dior Beauty shared an Instagram photo of Astro’s Cha Eun-woo posing for the brand’s new anti-ageing Capture Totale serum campaign.
In a statement, Dior said, “Cha Eun-woo’s healthy image, positive energy, and luxurious sensibility are in contact with the image-symbolism-oriented points pursued by Dior’s representative total anti-ageing skincare line Capture Totale.”
The True Beauty star confirmed his role as ambassador for the Parisian fashion house last year in a photo shoot for Vogue Korea’s July issue.
Later, the 25-year-old attended Dior fashion shows in Paris and Cairo.
2. Gong Yoo – Tom Ford Beauty
