K-beauty craze sparks new wave of reality shows

K-beauty's global momentum is now reshaping prime-time entertainment. As the nation's cosmetics exports continue to reach new heights, peaking at a cumulative $8.5 billion through the third quarter of 2025, broadcasters are responding with beauty-themed variety shows that bring the industry's creativity to the screen. From a makeup competition hosted by K-pop icon Lee Hyo-ri to a New York-based reality show about opening a cosmetics store, the genre is currently undergoing a stylish global transformation. Korean streaming service Coupang Play combines two fan-favorite elements — beauty and survival — in its new reality series "Just Makeup," which premiered Oct. 3. Hosted by Lee Hyo-ri, the program brings together some of Korea's most prominent makeup artists, including Jung Saem-mool, Seo Ok and Risabae, who serve as judges. Positioned as the first Korean show to turn the beauty industry into a survival competition, "Just Makeup" breaks new ground by treating makeup artistry as a test of technique and creativity. In its opening episode, contestants were randomly paired with models anWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times