“Just Make-up” Producers on Coupang Play’s K-Beauty Hit

In an interview on November 18, 2025, producers Shim Woojin and Park Seonghwan shared insights into their hit Coupang Play makeup survival show, “Just Make-up.” The popular K-Beauty reality TV series, which premiered on October 3, 2025, captivated audiences by showcasing the intense competition among talented makeup artists vying for the top spot. The producers, speaking from Jongno-gu, Seoul, detailed the creative process behind the successful 10-episode program.

The Genesis of a K-Beauty Reality TV Show

Inspired by the success of another Coupang Play original, “Black and White Chef,” the producers aimed to replicate that winning formula in a new arena. “We saw how a competition format focused on a specific craft could generate immense drama and interest,” explained Shim Woojin, who previously worked at JTBC. The team decided that the vibrant and globally influential world of K-Beauty was the perfect subject for their next project. The core concept was to create a fierce but fair makeup survival show that would uncover the nation’s most skilled makeup artist.

The Indispensable Role of MC Lee HyoRi

Securing the right host was critical to the show’s success, and for the producers, there was only one choice: Lee HyoRi. Her reputation for authenticity and her status as a style icon made her the ideal figure to lead the program. “From the beginning, we knew the show’s identity would be defined by its MC. Lee HyoRi was not just our first choice; she was our only choice,” stated Park Seonghwan. Her involvement immediately elevated the show’s profile and promised a genuine connection with both the contestants and the audience.

Lee HyoRi’s Contribution to the Makeup Survival Show

Throughout the series, Lee HyoRi’s role went beyond that of a simple host. She acted as a mentor and an empathetic observer, often moved by the contestants’ stories and their artistic creations. Her raw, unscripted reactions provided a human element that resonated deeply with viewers. The producers praised her ability to guide the narrative while allowing the contestants’ personalities and talents to shine, making the K-Beauty competition feel both prestigious and personal.

Highlighting the Talented Contestants

“Just Make-up” brought together a diverse cast of artists, from rising stars to established veterans. The competition was fierce, ultimately crowning Pari Geumson (whose name translates to Paris Golden Hands) as the winner. The runners-up, Son Tail and O Dolce Vita, also left a significant impression with their unique styles. The show gained further credibility by featuring Kim Seonjin, a respected first-generation makeup artist, as a contestant. This mix of talent, including international figures like the “New York Master,” ensured that each episode was filled with surprising challenges and breathtaking artistry, solidifying its place as a premier makeup survival show.

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