15 Korean Beauty Influencers to Follow Right Now

For brands, K-beauty influencers give much more than just audience reach, which is why selecting the right influencer is so crucial. The right creator will not only bring their expertise and cultural relevance but also build trusted product recommendations. But, with so many k beauty influencers shaping the socials today, finding the right one exactly suited for your brand can be a bit tricky.

We’ve curated a list of 15 crème de la crème K-beauty influencers who are absolutely worth checking out.

How We Selected the Top K-Beauty Influencers

Follower count alone isn’t enough to make the cut – we looked beyond reach to identify top Korean beauty influencers on Instagram who combine engaged audiences, standout content and proven influence within the beauty space. Our selection considered:

• Audience & Reach – We looked at how many people follow them, and whether those followers are real people who follow Korean beauty trends.
• Engagement – We checked how many people like, comment on, and save their posts, and whether the comments are real conversations.
• Brand Collaboration – We looked at which beauty brands they’ve worked with, how often they team up with them, and whether they’ve built long-term partnerships.
• Content Quality – Their posts should be fun to watch and useful, with clear visuals, honest reviews, and tips people can use.

1. Pony (@ponysmakeup)

• Platform: Instagram, YouTube, TikTok
• Content focus: Makeup, beauty transformations, tutorials and K-beauty
• Follower count: 8.4M+ on Instagram
• Standout collab: Morphe
• Best fit for: Makeup launches, transformations and tutorial-led campaigns

Pony’s the name most people land on first when they think Korean beauty. This mega influencer built her following on tutorials where she basically transforms into someone else using makeup alone. Her technical precision and simple tutorials is why she’s still one of the biggest reference points for Korean beauty trends worldwide.

2. Freezia (@dear.zia)

• Platform: Instagram, YouTube
• Content focus: Beauty, fashion, lifestyle and GRWM
• Follower count: Approx. 4.5 M on Instagram
• Standout collab: Dior
• Best fit for: GRWM campaigns, makeup, skincare and lifestyle launches

Freezia has built a highly recognisable personal brand around beauty, fashion and lifestyle content. She mixes beauty with fashion and daily life in a way that feels aspirational rather than staged, so products end up looking like part of a life you’d want.

3. Ssin (@ssinnim)

• Platform: Instagram, YouTube
• Content focus: Makeup tutorials, reviews, transformations and beauty experimentation
• Follower count: Approx. 204K on Instagram and 1.4M on YouTube
• Standout collab: YSL beauty
• Best fit for: Makeup launches, tutorials and product demonstrations

Ssin has been around Korean beauty content longer than most, and she’s stayed relevant by refusing to play it safe. Her tutorials go past everyday makeup into character transformations and weird, fun experimentation. This gives her an edge that most beauty creators don’t have.

4. Risabae (@risabae_art)

• Platform: Instagram, YouTube
• Content focus: Makeup artistry, tutorials, transformations and beauty
• Follower count: Approx. 1.2M on Instagram and 2.7M on YouTube
• Standout collab: Mac Cosmetics
  
• Best fit for: Makeup launches, tutorials and product education

Risabae is a professional makeup artist and beauty creator known for her highly skilled transformations, tutorials and educational makeup videos. She moves easily between wearable, everyday looks and full editorial transformations, which means brands get both the credibility of real expertise and content that actually looks impressive.

5. Lamuque (@lamuque_magicup)

• Platform: Instagram, YouTube
• Content focus: Makeup, beauty tutorials, skincare and transformations
• Follower count: Approx. 136K on Instagram
• Standout collab: A’pieu
• Best fit for: Makeup tutorials, everyday beauty & product demonstrations

Lamuque creates beauty content centred around makeup, skincare and practical tutorials, often showing how products can be incorporated into different beauty looks and routines. Her content has a strong tutorial-led quality, making her a natural fit for brands that want to demonstrate how a product works. 

6. Seong Hae-eun (@__haeppy)

• Platform: Instagram, YouTube, TikTok
• Content focus: Beauty, skincare, fashion and lifestyle
• Follower count: Approx. 1.2M on Instagram
• Standout collab: Tumi
• Best fit for: Skincare launches, lifestyle campaigns and GRWM content

Seong Hae-eun doesn’t separate beauty from the rest of her life – skincare, fashion and daily routine all blend together in her content. This makes her a strong choice for brands that want their products to feel naturally integrated into a creator’s day-to-day life. 

7. Song Se-ra (@songsel)

• Platform: Instagram, YouTube
• Content focus: Skincare, beauty, fashion and lifestyle
• Follower count: Approx. 422K on Instagram
• Standout collab: Dior
• Best fit for: Skincare launches, premium beauty and self-care

Song Se-ra is a clean girl influencer through and through – her content has a polished, almost editorial feel, with dewy skin and minimal makeup that works especially well for premium skincare and beauty. She’s good at making a product feel like part of a self-care ritual rather than a straightforward review.

8. Han Ah Reum Song Yi (@areumsongee)

• Platform: Instagram, YouTube
• Content focus: Beauty, skincare and lifestyle
• Follower count: Approx. 449K on Instagram
• Standout collab: Spotify
• Best fit for: Skincare launches, product reviews and education

Han Ah Reum Song Yi leans into the practical side of beauty content, such as reviews, recommendations and explaining what a product actually does and when to use it. Her content is more educational, helping audiences understand how and when to use a product. 

9. Kim Gyutae (@kimgyutae_official)

• Platform: Instagram, YouTube, TikTok
• Content focus: Editorial makeup, fashion and creative beauty
• Follower count: Approx. 764K on Instagram
• Standout collab: Mac Cosmetics
• Best fit for: Makeup launches, fashion collaborations & visual campaigns

Kim Gyutae treats makeup less like a tutorial and more like a visual statement. His content leans hard into fashion and editorial-style creative direction rather than step-by-step instruction. If a campaign needs a striking image more than a how-to, he’s the right fit.

10. Leo J (@leojmakeup)

• Platform: YouTube, Instagram
• Content focus: Makeup artistry, beauty transformations and tutorials
• Follower count: Approx. 589K on Instagram
• Standout collab: Cosrx
• Best fit for: Makeup launches, tutorials and professional product demonstrations

Leo J trained as a makeup artist, so his content is mostly about how the products he uses work. He’s a good pick when a brand needs to prove the quality of a product works, not just show it off.

11. Charlotte Cho (@charlottejcho)

• Platform: Instagram, YouTube
• Content focus: Skincare, K-beauty education and entrepreneurship
• Follower count: Approx. 112K on Instagram
• Standout Campaign: Launch of her own beauty brand Then I Met You
• Best fit for: Skincare launches, education and K-beauty campaigns

Charlotte Cho isn’t just a content creator – she also founded her own skincare brand, Then I Met You. Her videos focus on teaching people about Korean skincare routines and ingredients, which makes her a strong fit for brands that want to build trust by educating their audience.

12. Joan Kim (@joanday)

• Platform: YouTube, Instagram
• Content focus: K-beauty, skincare, fashion and lifestyle
• Follower count: Approx. 549K on Youtube and  342K on Instagram
• Standout collab: Neogen
• Best fit for: Skincare, GRWM and lifestyle campaigns

Joan Kim treats beauty as just one part of her everyday life instead of a separate category of content. Her GRWMs and lifestyle videos follow her actual routine, so products come up the way they naturally would if she were just talking about her day.

13. Kwak Tori (@kwaktori)

• Platform: YouTube, Instagram
• Content focus: Makeup, fashion, travel and lifestyle
• Follower count: Approx. 418K on YouTube
• Standout collab: Louis Vuitton
• Best fit for: GRWM, fashion-beauty and lifestyle campaigns

Kwak Tori’s content covers makeup, fashion, travel and lifestyle, so a beauty product is usually just one piece of a bigger video, an outfit, a trip or a whole day out. That makes her a good fit for GRWM and fashion-beauty content, where products get folded naturally into whatever occasion she’s filming.

14. Miso (@misopacketbae)

• Platform: TikTok
• Content focus: Creative makeup, visual transformations and experimental beauty
• Follower count: Approx. 957K on TikTok
• Standout strength: Scroll-stopping creative makeup
• Best fit for: Colour cosmetics, viral campaigns and creative launches

Miso is a TikTok influencer who works almost entirely in bold, experimental makeup, with looks designed to grab attention within the first few seconds. Her strength is visual impact: colour, transformation and creativity that stands out. For brands with a strong colour cosmetics line or a product that photographs well, she offers a way to turn a launch into something people stop and watch.

15. Liah Yoo (@liahyoo)

• Platform: Instagram, YouTube, TikTok
• Content focus: Skincare, ingredients, K-beauty and skin education
• Follower count: Approx. 1.2M on YouTube and 247K on Instagram
• Standout collab: KraveBeauty
• Best fit for: Skincare launches, ingredient education and problem-solution campaigns

Liah Yoo built her platform on educating people about skincare, ingredients, skin concerns and how to put together a routine that actually works. As the founder of KraveBeauty, she also understands the industry from the product side, which gives her content real weight when she’s talking about formulations or why something works.

How to Choose the Right K-Beauty Influencer for Your Brand

There’s no shortage of Korean beauty creators to choose from, which is exactly why picking one is so hard. Before you start reaching out, get specific about a few things:

• Who you’re actually trying to reach – A K-beauty-obsessed Gen Z audience in the US behaves differently from beauty editors or K-culture fans in Southeast Asia
• What the campaign needs to do – Awareness, driving sales, launching a new product, whatever it is – it changes who you should be talking to
• Where the content will live – A 10-minute YouTube tutorial and a 15-second TikTok need completely different creators
• What the product actually is – Skincare, makeup, tools (some creators are known for one and ignored for the rest)

Once you’ve got that sorted, the real test is simple: can this person talk about your product the way they’d talk about anything else in their routine? If it feels forced, the audience will know immediately.

Work with Socially Powerful to Launch Your K-Beauty Campaign

Finding a good K-beauty influencer is hard, but building a campaign around them is even harder. You need help both with picking creators who make sense for your brand, and figuring out content and strategy that works for your audience.

That’s where we come in. At Socially Powerful, we bring creator relationships, social strategy, and data together to help brands run influencer campaigns that get results.

Ready to launch your next K-beauty campaign? Get in touch with Socially Powerful.

FAQs

Who is the most famous Korean influencer?

Pony is probably the biggest name in Korean beauty. She’s known for her insane makeup transformations and tutorials; she can transform her face into a totally different person with makeup alone, which is what blew her up in the first place. She’s got a huge following both in Korea and internationally.

Who are some popular Korean beauty influencers on Instagram?

Popular Korean beauty creators on Instagram include Pony, Freezia, Risabae, Seong Hae-eun, SSIN, Song Se-ra and Liah Yoo. They cover everything from makeup and skincare to fashion and lifestyle content.

What is the #1 beauty brand in Korea?

COSRX and Laneige are two names that people bring up constantly. Other brands include Sulwhasoo, Innisfree and Beauty of Joseon.