Coupang Play variety show 'Just Makeup' is generating explosive buzz day after day with only two episodes remaining. Beyond sparking a syndromic reaction that has kept viewership soaring—ranking No. 1 among Coupang Play's popular titles for four consecutive weeks—it has captivated global viewers and is writing a new chapter in K-beauty survival shows.
Coupang Play variety show 'Just Makeup' is a mega makeup survival show in which makeup artists who represent K-beauty compete fiercely with their own distinctive styles, reaching beyond Korea to the world. With makeup artists who represent K-beauty globally all assembled, it is being regarded as a stage where art and performance meet, beyond makeup. Among viewers who wait every Friday at 8 p.m., new coinages such as 'Jemechu (Just Makeup recommendation)' and 'Jeme Cup craze' have even emerged, and while the enthusiasm shows no sign of cooling, reactions around the world are also hot.
According to FlixPatrol, an overseas OTT ranking aggregation site, 'Just Makeup' entered the top 10 popular titles in seven countries, including Singapore, the Philippines, Thailand and Saudi Arabia, and has solidified its popularity further by recording an IMDb rating of 8.5, drawing attention.
The Straits Times, Singapore's largest daily, highlighted the rising viewership of 'Just Makeup,' saying, "Because of the interesting missions and fierce competition, once you start watching you can't stop." U.S. outlet Tom's Guide said, "It drew intense interest from the beauty industry immediately after its release," and added, "Fans are calling it 'the ultimate makeup war' and lighting up online."
On Reddit, viewers have responded across nationalities and interests with comments such as "It's truly awesome, and many renowned artists appear," "It's a show not to be missed if you've learned makeup techniques," "I binged from the first episode to the latest in one sitting," and "Now I see makeup has completely reached the realm of art."
Explosive reactions are pouring in on social media as well. Overseas K-pop fans enthused over the meeting of K-pop and K-beauty with praise such as "The K-pop idol makeup mission was the highlight of this show," "It's the coolest TWS makeup I've seen," and "Adapting the makeup to the signature choreography is brilliant." Influencers around the world have been publishing not only episode-by-episode reviews but also mission makeup covers and product reviews, further boosting the global spread of K-beauty.
With worldwide viewers praising it with comments like "The world of makeup is diverse," "It is art beyond makeup," and "It's a competition that focuses solely on makeup," 'Just Makeup,' which now has only two episodes left, raises expectations for strong content impact and global expansion potential through to the final episode.
Coupang Play variety show 'Just Makeup' is released on Coupang Play every Friday at 8 p.m., and is available for free to all viewers, including Coupang Wow members and regular members.
[Photo] Coupang Play
[OSEN]