Why K-Beauty Brands Are Betting Big on Male K-Pop Idols for Global Campaigns

If you think K-beauty ads always star flawless women, think again. The trend is flipping—fast. More and more Korean beauty brands are putting male K-pop idols front and center in their global marketing campaigns. Why? Because their main buyers are women, and nothing grabs attention (and wallets) quite like the hottest male idols with massive international fanbases.

The Reverse-Marketing Play: Men Selling to Women

Traditionally, female models ruled the cosmetics scene, but savvy K-beauty brands are shaking things up. By featuring male idols beloved by female fans worldwide, these companies are tapping into a marketing goldmine that skyrockets brand recognition and drives sales overseas.

Take Amorepacific’s makeup brand Hera, for example. In 2025, they made waves by naming Felix of Stray Kids as their global ambassador—the first male star ever in that role. Previously, the position was held by Jennie of BLACKPINK for six years. Industry insiders say this switch is no accident: male idols like Felix have powerful appeal among Western female fans, making them perfect for boosting international visibility.

Amorepacific’s skincare brand Laneige tested this strategy last year with Jin of BTS. The results? Laneige’s sales in Q4 2024 jumped over 30% year-over-year across major retailers like Sephora and Amazon. The brand climbed to No. 3 in Sephora’s skincare sales – no small feat.

Smaller Brands Catching the Male Idol Wave

It’s not just the giants. Independent brands are riding the same wave.

• A’pieu, under Able C&C, signed Jeno of NCT as their ambassador in early 2025. After Jeno’s debut pictorial, their social media search volume exploded by a staggering 357% year-over-year. The brand credits Jeno’s popularity with Gen Z women overseas as a key driver.
• Mixsoon, a skincare brand by Fakket, chose boy group ENHYPEN as global ambassadors.
• Isntree brought on Jaemin of NCT as a model.

These brands prove the strategy isn’t a fluke but a full-on trend.

Fan Perks and Limited Editions: Taking Marketing to the Next Level

To juice sales, brands are bundling product purchases with exclusive fan experiences. Skincare label Dr.G is offering customers who buy their soothing cream at Olive Young the chance to enter a fan signing event with their global ambassadors, BOYNEXTDOOR.

This tactic isn’t just cute-it works. Olive Young confirms more brands now add goodies like photo cards and fan event entries with male idol campaigns, creating a win-win of product hype and fan devotion.

What Experts Say: It’s All About the Female Buyer

Professor Lee Young Ae of Incheon National University points out that since women are the main cosmetics buyers, featuring male idol groups can rapidly boost international brand recognition. It’s like hitting the marketing jackpot in record time.

The Numbers Don’t Lie: K-Beauty Exports Are Soaring

This fresh marketing approach is fueling explosive export growth. Data from Aicel reveals that in July 2025, Korea’s provisional cosmetics exports hit about USD 935 million, up 17.1% year-over-year.

Breakdown by region:

• France exports jumped 70.4%
• UK sales grew 22.8%
• Middle East imports surged 38.8%

Quality products + aggressive idol-driven promotion = a recipe for global domination.

What’s Next for Male Idols in K-Beauty?

With proven sales boosts and growing fan engagement, expect to see more male K-pop idols leading K-beauty campaigns. As Western and global markets become increasingly crucial, brands are smart to bank on these idols’ international influence.

Bottom line: The face of K-beauty is evolving, and it’s looking pretty darn handsome.