Coupang Play variety show Just Makeup wrapped up its epic survival competition in style with the finale released on Friday, the 7th, concluding the contest for the single K-beauty legend. Since its release it has ranked first in variety show viewing satisfaction (source: Consumer Insight), topped Coupang Play's most popular shows for five consecutive weeks, earned an IMDb rating of 8.5, and entered the top 10 on OTT charts in seven overseas countries, sparking a global reaction that culminated with the title "the most talked-about variety show of the second half of 2025."
Coupang Play variety show Just Makeup is a large-scale makeup survival show in which makeup artists who represent K-beauty worldwide fiercely compete with their own distinctive styles. In the grand final mission "DREAMS," featuring the final three—Paris Geumson, Son Tail and O Dolce Vita—a legendary stage unfolded that went beyond simple makeup to encompass art, philosophy and identity.
The final mission tasked each artist with realizing the world they dreamed of through makeup editorial images, and the results will appear on the December cover of fashion magazine Harper's Bazaar. Models Kim Young-ok, Ban Hyo-jung and Jeong Hye-sun participated; Son Tail chose Kim Young-ok, Paris Geumson chose Ban Hyo-jung, and O Dolce Vita chose Jeong Hye-sun, creating a showdown of brand versus overseas freelancer versus Cheongdam shop.
O Dolce Vita - hero standing on time
Son Tail - queen wrapped in time
Paris Geumson - guide of souls
As top artists with clear strengths in their respective fields engaged in fierce artistic competition, Paris Geumson won the final victory with a unanimous highest score from the four judges. It was the moment she became the winner of the 300 million won prize and was crowned a K-beauty legend.
Paris Geumson choked up and said, "While preparing, I wondered if I could work with the same passion I had when I started makeup at 20. I feel like I pushed through something myself." Son Tail, who shared the final round, said, "I am truly sufficiently satisfied. I never imagined I would get this far, and I'm grateful that I was able to grow," and O Dolce Vita said, "I received a valuable opportunity and met many people, so I'm very happy. I'm also very happy to have met people I respect," leaving meaningful remarks about the final journey.
Just Makeup, which sparked the "JeMeChu" craze, changed the landscape of survival variety shows by touching viewers each episode with narratives of growth through pride in beauty and professionalism and Friendly Rivalry based on that ethos. When the finale was released, viewers reacted explosively with congratulations for the winner, saying, "the best program of the second half of 2025," "no words needed. I received the greatest emotion through makeup," "as expected, Paris Geumson!," "Paris Geumson's editorial is next level," "I could feel the emotional power of makeup as an art," "a Coupang Play–style wholesome survival following Elite League," and "can't wait to see season 2."
Director Shim Woo-jin, who directed Just Makeup, said, "I sincerely thank all viewers who loved Just Makeup. It is meaningful that many people seemed to feel closer to the culture of 'makeup' and empathized with the artistry and sincerity within it," and added, "I deeply thank the artists who poured their passion until the end, the judges who participated with sincere perspectives, and MC Lee Hyori for adding warmth to this journey. Although the finale has been released, I hope the emotions and art that bloomed within it will be remembered for a long time."
All episodes of Coupang Play variety show Just Makeup are available on Coupang Play, and anyone can watch them for free, including Coupang Wow members and regular members.
[Photo] Coupang Play
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