American model and entrepreneur Hailey Bieber, 29, is among several international celebrities driving the global expansion of South Korean skincare products by sharing their beauty routines online.
In recent years, Korean skincare has transitioned from an Asian market focus to a worldwide phenomenon, propelled by formulas combining traditional ingredients with modern technology, visually appealing packaging, and social media outreach.
When high-profile figures post images or videos featuring niche products, they bridge the gap between emerging brands and consumers searching for beauty guidance on digital platforms. The initial social media post triggers tutorials, product reviews, texture demonstrations, and daily routine videos across multiple channels.
Role of influencer marketing and consumer retention
Will Costa, chief marketing officer at WC&A Partners and a specialist in strategy and influencer marketing, told CNN Brasil that influencer campaigns now accompany the entire lifecycle of a beauty product. Costa explained that influence begins before a product launch and continues long after it arrives on the market, creating awareness, generating desire, and keeping discussion active.
According to Costa, when multiple creators demonstrate application, texture, and results over time, brands no longer rely on a single post or a brief surge in exposure. This recurring visibility transforms initial attention into search queries, product trials, and commercial growth. He noted that while TikTok accelerated the popularity of Korean beauty, consistent repetition is what provides long-term sustainability.
However, wide reach alone does not guarantee that a product remains in a user's daily routine. Jimmy Lee, director of Brazilian distributor KS Cosméticos, which specializes in K-beauty, noted that while celebrity endorsements spark curiosity, they cannot sustain a product over time. Lee said consumers continue using a product only when they understand the formula, enjoy the texture, integrate it into their routine, and notice visible results.
As these videos circulate online, specialized ingredients such as PDRN, centella asiatica, peptides, and retinal have become frequent topics in skincare discussions. The term glass skin, describing a hydrated and luminous complexion, has also gained widespread recognition. Visual demonstrations help demystify technical terminology, allowing niche skincare products to reach a broader audience.
Celebrity skincare choices and formulas
Hailey Bieber has previously shared images showing her using the Medicube PDRN Pink Collagen Gel Mask. The hydrogel mask combines salmon-derived PDRN with low molecular weight collagen. According to the manufacturer, the formula helps maintain the skin's moisture barrier while improving texture and skin tone appearance.
Singer and actress Selena Gomez, 34, has also posted images online using the Medicube PDRN Pink Collagen Gel Mask. Her usage highlights the recurring popularity of the specific treatment among well-known personalities.
Brazilian actress Bruna Marquezine, 31, has appeared in viral social media videos using two distinct Korean beauty items. She was featured using the Medicube Zero Pore Pad, which targets skin texture and pore appearance, alongside the SKIN1004 Madagascar Centella Ampoule, formulated with centella asiatica to offer soothing care and comfort for sensitive skin.
Model Kendall Jenner, 30, was featured using the Medicube PDRN Pink Peptide Serum, a formulation combining PDRN and peptides. The brand highlights the serum as a product designed to enhance skin luminosity, even out skin tone, and support elasticity.
Model Georgina Rodriguez, 32, included the Celimax The Vita-A Retinal Shot Tightening Booster in her beauty routine. According to the manufacturer, the product features liposomal retinal and peptides engineered to improve the appearance of fine lines, skin texture, and pores.
