'Just Makeup' Dominates Rankings for 5 Weeks, Redefining Beauty as Art

Coupang Play's entertainment show 'Just Makeup' continues to captivate audiences, securing the No. 1 spot as the most popular show on the platform for five consecutive weeks since its release.

This groundbreaking survival program is reshaping the landscape of entertainment in the latter half of 2025. Each episode garners praise for 'redefining the boundaries of makeup,' presenting stunning creations that evoke the artistry of fine paintings.

'Just Makeup' features top makeup artists from Korea and around the world competing fiercely with their unique styles. An early standout was the 'Red Horse' mission, a 1:1 death match. Inspired by artist Paik Sung-min's work, one contestant meticulously recreated the horse's muscles, tendons, and blood vessels on the face using red pigments and oil paint textures. The result, which drew reactions like 'Is this a movie poster?' and 'It's like painting, not makeup,' sparked the catchphrase 'Just Make-Recommend' (Jeo-Me-Chu), signaling the show's burgeoning popularity.

Following this, the 'Futurism' mission showcased imaginative interpretations of future human skin. The contestant Neverdeadqueen blurred the lines between human and machine with silicone textures, metallic highlights, and circuit-inspired eye makeup, creating a robot face that was both artificial and emotive. This generated explosive reactions not only in Korea but also on international social media, with comments like 'Is this CG or real makeup?' and 'It's the face of a new life form, neither human nor robot.'

The K-pop mission also garnered significant attention, particularly the stage makeup for TWS. Considered a moment that 'completed K-pop through makeup,' the designs incorporated lighting, camera angles, sweat, and movement. Team Son:tail interpreted the fandom name '42' and TWS's narrative, while Team Paris Geumson highlighted the 'Lucky To Be Loved' choreography with crystal embellishments. Viewers lauded it as 'makeup on stage can be this beautiful' and 'the connection between the group's world and makeup was a stroke of genius,' heralding a new genre of K-pop and K-beauty fusion.

The semi-final, themed around Ko Sang-woo's painting 'Ka-madhenu,' delivered emotional depth. Contestants reinterpreted the mythical sacred cow, embodying motherhood and divinity. The result was a painted canvas on the face, with participants creating blue-toned skin, golden highlights, and dewy eyes. Son:tail's makeup, featuring intricate details of the cow, garnered attention, while O Dolce Vita maximized emotional impact by modeling it after their own mother. Head judge Jung Saem-mool was moved to tears, stating, 'This is makeup driven by emotion before technique.' Viewers echoed this sentiment, commenting, 'This is the first time makeup has comforted me' and 'There are no genres before art.'

The most dramatic mission was based on actor and writer Cha In-pyo's novel 'Mermaid Hunt,' focusing on a mother mermaid. With only text as a visual cue, contestants had to depict pain, sacrifice, and motherhood. They used silver tears, wet eyelashes, and water droplet embellishments to etch the mermaid's screams and desires onto the face, eliciting reactions like 'I was breathless' and 'It's not makeup, it's an epic.'

'Just Makeup' transcends mere beauty competition, creating unprecedented stages that blend genres like painting, fashion, literature, and performing arts. It is critically acclaimed as 'the most artistic survival show of our time.' Domestic critics have showered it with praise, calling it 'a new chapter for K-beauty survival' and 'showcasing the world of people advancing to the realm of art.'

The show, consistently topping Coupang Play charts for five weeks, will reveal its final winner on November 7 (Friday). 'Just Makeup' airs every Friday at 8 PM on Coupang Play and is available for free to all viewers, including Coupang Wow members.

Netizens are praising the show, commenting, 'I'm amazed by the sheer skill in makeup,' 'Every episode feels like looking at a piece of art,' and 'I really hope they make another season.'