Because K-pop is big not just in Korea but many parts of the world, even Western beauty brands are signing up male K-pop stars as endorsers, brand ambassadors and influencers and fans are very happy about it.

When a K-pop star becomes the face of a brand, fans gets bonuses such as photo cards with purchase. Pre-COVID, brands would also hold fanmeetings or fansign events featuring these idols so fans get the chance to see their faves in person..

Mingyu of the group Seventeen just did a photo shoot for 1st Look magazine in collaboration with Laura Mercier Korea. In photos, Mingyu, who looks like a young CEO, is seen holding a Laura Mercier Flawless Lumière Radiance-Perfecting Cushion SPF 50/PA+++ in one photo and the Ambre Vanille Hand Cream, also from Laura Mercier, in another image.

There’s a Laura Mercier X Seventeen Mingyu Event where you can win one of 30 of those signed Laura Mercier cushions. To join, you simply need to buy a cushion, which comes with a primer and a blush (both from Laura Mercier) and a mirror.

Fresh from their stint as the models for MAC Cosmetics’ new Lustreglass Sheer-Shine Lipstick, SF9’s Hwiyoung and Yoo Taeyang are seen on MAC Cosmetics Korea’s Instagram page in videos featuring the brand’s MAC Studio Fix Complete Coverage Cushion Compact SPF 50/PA++++ .

Another SF9 member, Rowoon, is an ambassador for Estee Lauder Korea. If you buy Estee Lauder’s iconic Double Wear Stay-In-Place Makeup using the code “Loverowoon,” you get freebies and a Rowoon photo card. If you’re a K-pop fan, you’ll know how iconic an EL X Rowoon photo card is.

Of course, EXO member Kai is the face of Bobbi Brown Cosmetics as their first Asia Pacific (APAC) Brand Muse.

His first campaign was the launch of the new Intensive Skin Serum Radiance Lotion and Emulsion, a franchise extension to the brand’s Intensive Skin Serum Foundation SPF 40 PA+++.