aespa NINGNING’s makeup is drawing heated attention. A post on X (formerly Twitter) featuring NINGNING’s stage makeup quickly spread, recording more than 1.22 million views.

 

At the center of the buzz is NINGNING’s makeup, which the group aespa showcased on a music show stage during its 'LEMONADE' promotions. In particular, the lemon-colored underliner and vivid lemon-colored shadow applied to the eyelids sparked people’s curiosity. A similar makeup look was also presented in the music video, drawing comments that it was closely connected to the song’s visual concept.

 

Lemon color is considered one of the key beauty trends of this year. Thanks to its ability to add bright and lively radiance to the skin, it is gaining attention across various beauty product categories. Lemon-colored concealer is effective for covering pigmentation around the mouth and correcting dark circles, and it is also used to add a natural glow to the overall face. When applied as a point around the eyes, it can create a bright and refreshing impression, making it an excellent match for summer makeup.

 

As aespa’s hair and makeup shop has not yet officially revealed product information, fans and beauty communities are actively speculating and sharing information, with various lemon-colored products being mentioned as candidates. There is also a strong possibility that related products may sell out the moment the information is revealed.

 

In K-POP, styling has a powerful influence that goes beyond simply creating an external appearance and changes the flow of pop culture. In the trend-sensitive K-POP market, what influential idols wear and use immediately becomes a hot topic and further establishes itself as a consumer trend.

 

This is even clearer in fashion. The collared dress singer IU wore in the music video for 'You & I' was called the “IU dress” and caused a nationwide sellout immediately after its appearance, while the tennis skirt that the group f(x) showcased during its 'Rum Pum Pum Pum' promotions remains a beloved fashion item even years later. A single stage created an entire fashion culture.

 

The same applies to hair and makeup. The short bangs shown by IVE’s JANG WONYOUNG, known as “Tweety bangs,” spread rapidly through SNS and even became the No. 1 reference photo at hair salons. In fact, many people bring photos of idols directly to hair salons and use them as reference images, and this has long since become a natural part of culture.

 

Makeup is also under the influence of idols. YouTubers have achieved high view counts by presenting idol cover makeup content, and recently, a trend has emerged in which people personally visit the hair and makeup shops that actual idols go to in order to receive the same hair and makeup. Fans’ desire to experience the same makeup, done by the same hands as idols, is creating a new consumer culture.

 

The contacts market is no exception. As fixed-axis lenses have recently become trendy, cases continue to emerge where lenses worn by idols on stage or at events lead to purchases not only by fans, but also by people who are not interested in idols. From a brand’s perspective, a single time an idol wears a product can have a greater effect than one advertisement.

 

In the case of an ordinary online shopping mall product that came to be called “KARINA pants,” the item became a hot topic simply because an idol wore it. This clearly shows that the reason idols are chosen as brand models is not simply because of their recognition. Every single style choice made by an idol becomes a living advertisement and the starting point of a trend.