'Just Makeup' PD Sim Woo-jin Reveals Secrets to Show's Blockbuster Success and Impact

Sim Woo-jin, the producer behind Coupang Play's entertainment show 'Just Makeup,' has shed light on the program's immense popularity and far-reaching influence.

In an interview held at a cafe in Samcheong-dong, Seoul, on the 18th, PD Sim discussed the show's remarkable achievements. 'Just Makeup,' a large-scale makeup survival program featuring top K-beauty makeup artists competing with their unique styles, concluded its grand journey for the title of the ultimate K-beauty legend with its finale released on the 7th.

Following its release, the show garnered widespread acclaim, ranking first in viewer satisfaction ratings (Source: Consumer Insight), maintaining a spot in Coupang Play's top 5 popular shows for five consecutive weeks, achieving an IMDb rating of 8.5, and entering the TOP 10 charts in seven countries worldwide. These global reactions have solidified its status as a major hit for the latter half of 2025.

Regarding the substantial production costs, PD Sim cautiously stated, "It was expensive. We did our best within the allocated budget." Co-producer Park Seong-hwan added, "Personally, this was the project that made me the most anxious before its release. We invested so much money; I felt a huge burden, hoping it would do well." He noted that the budget significantly exceeded that of typical broadcast station variety shows.

When asked about the influence of Studio Slam, the production company behind successful shows like 'Black and White Chef: Culinary Class War' and the 'Crime Scene' series, PD Sim admitted, "It would be a lie to say we weren't influenced. We referred to it a lot." He elaborated on the key differences, explaining, "The biggest difference is that with 'Just Makeup,' the outcome is visible. 'Black and White Chef' offered the fun of 'What does that taste like?' Whereas we wanted viewers to see the finished product and think, 'I like that one better.'" He added, "We knew we couldn't avoid comparisons when we started, especially after winning the Baeksang Arts Award. The company also didn't want something too similar to our previous hit. So, we had many meetings to figure out how to differentiate ourselves."

Speaking about the impact on the contestants after the broadcast, PD Sim mentioned, "While it's not quite the same as 'Black and White Chef' where bookings were completely filled, some participants have reported a significant increase in visitors to their shops. The TOP 3 contestants seem to be receiving quite a few collaboration offers, primarily for projects with models rather than direct work with the general public. At a Cheongdam-dong salon, general clients are reportedly coming in after watching the show," he noted.

(Continued in Interview ②)

/yusuou@osen.co.kr

[Photo] Courtesy of Coupang Play

Netizens are praising the show's success, with comments like, "Coupang Play really goes all out!", "It's amazing that it's getting international attention too!", and "Hoping for a second season soon!"