What's Happening?
Yoonchae, a member of the K-pop group Katseye, shared her makeup routine with Vogue, focusing on techniques to achieve a more sculpted and less 'cute' appearance. Having moved to the U.S. in 2023, she revealed that she now incorporates both pencil and liquid
eyeliner into her routine, a change from her previous preference for only eyeshadow, contour, and blush. Her key techniques include applying Luna concealer in an upside-down triangle under her eyes to brighten the central part of her face. She also uses Rom&nd's powder contour on the inner corners of her eyes and to shade the sides and tip of her nose, emphasizing the importance of nose contour for a 'snatched' look on camera. Yoonchae also mentioned the Korean makeup technique of 'aegyo sal' (dusting brown eyeshadow under the eyes), which she uses in her private life but avoids onstage as it makes her look 'cuter,' a concept that doesn't align with Katseye's image.
Why It's Important?
Yoonchae's sharing of her makeup routine highlights the significant influence of K-pop and Korean beauty trends on global beauty standards, particularly in the U.S. Her emphasis on specific contouring and brightening techniques reflects a broader shift in makeup artistry towards sculpting and defining facial features, moving away from more natural or 'cute' aesthetics for performance. This trend impacts the beauty industry by driving demand for specific products and techniques, influencing cosmetic brands and makeup artists. Her personal evolution in makeup, from a simpler routine to a more defined stage look, also illustrates how cultural shifts and professional demands shape individual beauty practices. The popularity of K-pop artists like Yoonchae serves as a powerful marketing channel for beauty products and techniques, influencing consumer choices and beauty ideals among a wide audience.
What's Next?
The detailed breakdown of Yoonchae's makeup routine, including specific product recommendations, is likely to drive consumer interest and sales for the mentioned brands, such as Luna concealer and Rom&nd's powder contour. As K-pop continues its global expansion, the beauty practices of its idols will likely continue to set trends and influence makeup styles in the U.S. and beyond. Beauty content creators and influencers may adopt and adapt Yoonchae's 'snatched' look techniques, further disseminating these trends. The distinction she makes between her everyday and stage makeup also suggests a growing awareness among K-pop artists of how their image is perceived in different contexts, potentially leading to more nuanced and versatile beauty strategies within the industry. This could also encourage more beauty brands to collaborate with K-pop idols to reach a wider, engaged audience.
Beyond the Headlines
Yoonchae's discussion of her makeup choices touches upon deeper cultural perceptions of beauty and femininity. Her decision to avoid 'aegyo sal' onstage because 'Katseye is not a cute concept' reflects the evolving and sometimes conflicting ideals of beauty in the entertainment industry, particularly within K-pop, where concepts can range from 'cute' to 'fierce.' This highlights how makeup is not merely cosmetic but a tool for identity construction and performance, conveying specific messages about an artist's persona and group concept. Her journey from not wearing eyeliner to embracing it after moving to the U.S. also subtly points to the cross-cultural exchange of beauty norms and how individuals adapt their practices based on new environments and influences. This interplay between personal preference, cultural trends, and professional demands shapes the dynamic landscape of global beauty.
