K-pop broke taboos by being inclusive. Now, K-beauty is starting to do the same
K pop broke taboos by being – South Korea’s cultural exports have long been a global phenomenon, but the nation’s commitment to diversity has taken time to evolve. While K-pop has been at the forefront of challenging traditional norms, the beauty industry—once a relative afterthought—is now following suit. This shift reflects broader societal changes, as the country grapples with its own image in a world that increasingly values representation across all sectors.
Editor’s Note: K-Everything’s Global Mission
CNN’s original series K-Everything, led by host Daniel Dae Kim, delves into the global influence of South Korean culture. The show debuts on CNN International on May 9 at 8 a.m. ET, with episodes available for streaming via the CNN app. As K-pop concerts draw fans from every corner of the globe, the cultural movement known as Hallyu—literally the “Korean Wave”—has become a symbol of South Korea’s economic and cultural ambitions. Yet, even as K-pop breaks down barriers, the K-beauty sector has faced criticism for lagging behind in embracing inclusivity.
The Inclusivity Revolution in K-pop
For years, K-pop has been a catalyst for change, reshaping perceptions of identity and gender. Groups like Stray Kids, Big Bang, and ATEEZ have not only captivated international audiences but also redefined what it means to be a K-pop idol. From bold hairstyles to non-binary fashion choices, these artists have blurred the lines between traditional masculinity and femininity, inspiring fans worldwide to embrace individuality. Their willingness to experiment with makeup and skincare further challenges stereotypes, proving that beauty and expression are not confined to any one demographic.
Take, for instance, the case of BTS members V and Jungkook, who have become ambassadors for the Korean makeup brand Titir and Chanel Beauty, respectively. Their endorsements highlight a growing trend within K-pop: the integration of diverse aesthetics into mainstream media. This shift has not only amplified the visibility of Korean culture but also set a precedent for the beauty industry to follow. As the world watches K-pop’s evolution, the question arises: why has K-beauty been slower to adapt?
Challenges in K-beauty’s Shade Range
Despite its international success, K-beauty has historically struggled to cater to a wider audience. Korean beauty brands have traditionally offered a limited palette of shades, focusing predominantly on light-to-medium skin tones. This narrow approach has excluded many consumers, particularly those with deeper complexions, who often find themselves underrepresented in product lines. Additionally, marketing campaigns have largely centered on slender, youthful, and very light-skinned models, reinforcing narrow beauty standards.
The disparity is stark. A 2025 report by South Korea’s Ministry of Culture, Sports and Tourism revealed that nearly 38% of respondents—4,974 adults surveyed nationwide—did not fully understand the concept of cultural diversity. Meanwhile, 54% admitted to holding stereotypes or prejudices based on media exposure. These findings underscore a gap between the country’s cultural influence and its internal progress toward inclusivity. While K-pop has embraced a more fluid definition of identity, the beauty industry remains tethered to older ideals.
One of the key debates centers on shade range. Critics argue that the majority of foundation and concealer sales are driven by just six shades, which account for 95% of the market. As a Reddit user pointed out, “For a luxury makeup brand, investing in 30+ shades costs more money… and the sales from these shades is frankly not worth the cost to develop and produce.” This perspective highlights the economic challenge of expanding product lines, but also raises questions about whether the industry is prioritizing profit over inclusivity.
South Korea’s Evolving Demographics
South Korea’s increasing multiculturalism is gradually reshaping its cultural landscape. With international marriages and a more globalized workforce, the foreign-born population surpassed 5% in 2025, signaling the nation’s transition into a multicultural society. This demographic shift has created a demand for more inclusive representation, both in entertainment and consumer goods. However, the beauty industry has been slower to respond, despite the potential for growth.
Hye Jin Lee, a clinical associate professor of communication at the USC Annenberg School for Communication and Journalism, notes that K-beauty was initially designed for the domestic market. “The products were created with the Korean consumer in mind, focusing on what resonated locally,” she explained. “But as the industry expands globally, inclusivity has become a critical factor in maintaining relevance.” Her observation aligns with the broader argument that K-beauty’s international appeal requires a more diverse approach to marketing and product development.
While some brands have begun to address these gaps, others remain entrenched in traditional practices. For example, the use of fair-skinned models has long dominated K-beauty campaigns, perpetuating an image of beauty that may not reflect the reality of South Korea’s population. However, the growing popularity of K-pop has created a new opportunity for the sector to evolve. International fans, inspired by the diverse expressions of identity in music and fashion, are now pushing for more inclusive standards in beauty products.
Debating the Path to Inclusivity
The conversation around K-beauty’s inclusivity is far from settled. Advocates argue that expanding shade ranges and featuring diverse models is essential for connecting with a global audience. They see this as a natural extension of K-pop’s success, which has already dismantled many cultural barriers. Yet, some critics contend that inclusivity in K-beauty is performative, driven by market trends rather than genuine commitment to change.
As one industry professional noted, “The beauty sector is a mirror of society. If South Korea is evolving, then its products must too.” This sentiment reflects a broader recognition that inclusivity in K-beauty is not just a marketing strategy but a necessary step toward reflecting the country’s changing identity. The rise of K-pop has demonstrated that cultural exports can challenge norms, and now the beauty industry is being called to do the same.
With the international fanbase of South Korean pop groups growing exponentially, the pressure to innovate is mounting. The question is no longer whether K-beauty can be more inclusive, but how quickly it will adapt. As the Korean Wave continues to expand, the beauty industry stands at a crossroads—either embracing diversity or risk falling behind in a market that values representation as a key selling point. The path forward will likely be shaped by the same forces that propelled K-pop to global fame: a willingness to redefine what is possible and a commitment to evolving with the times.
In the end, the success of K-pop serves as a blueprint for K-beauty. By breaking taboos and embracing a wide spectrum of identities, the music industry has proven that inclusivity is not only achievable but also marketable. Now, the beauty sector must follow suit, ensuring that its products and campaigns reflect the diversity of the world they aim to captivate. The journey toward inclusivity is ongoing, but the momentum is undeniable.
