K-Drama Meets K-Beauty: Top 20 Korean Netflix Shows with Irresistible Product Placements (Part 1)

The global popularity of South Korea’s cultural economy is growing fast, exporting pop culture, entertainment, music, TV dramas, and movies. Netflix has become a key player in spreading this phenomenon by offering a platform for Korean content to be easily accessible worldwide. But there’s more to these shows than gripping plots and swoon-worthy stars’hidden within are clever product placements that have fans scrambling to get their hands on the latest K-beauty essentials.

As a wholesaler of Korean cosmetics and skincare, we constantly monitor the market and foresee what Korean products are becoming popular. A part of our team is to simply observe what Korean shows are popular and what cosmetics are promoted through product placement and what brands the actresses are brand ambassadors of. This blog post will guide you through the top 20 Korean Netflix shows and reveal must-have K-beauty products featured in the most popular K-dramas.

20. Extraordinary Attorney Woo: Season 1

• IMDB rating: 8.6
• Netflix H1-2024 hours viewed: 72.4 million

Woo Young-Woo, played by Park Eun-Bin, is super smart with a really high IQ, but she’s also on the autism spectrum. Despite her intelligence, she struggles to find a job, and when she finally gets an offer from a prestigious law firm, she doesn’t realize she’s being used. The series shows us how she views life and handles her stresses, highlighting that she may be different, but in many ways, she’s the same as everyone else.

Though this drama was released back in 2022 it still remains in the top 20 most popular drama with 72.4 million viewed hours on Netflix in the first half of 2024.

K-Beauty Product Featured: Kahi Wrinkle Bounce Multi Balm

This versatile skincare product was used by his fellow attorney Choi Su-yeon and best friend Dong Geu-ra-mi. It’s designed to hydrate and smooth the skin while targeting fine lines and wrinkles. Its unique balm formula provides a nourishing boost, making it perfect for use on the face, neck, and other areas that need extra moisture.

19. Alchemy of Souls: Part 1

• IMDB rating: 8.7
• Netflix H1-2024 hours viewed: 72.5 million

Set in the fictional country of Daeho, this series follows the love and growth of young mages as they navigate their twisted fates caused by a forbidden magic spell called the “alchemy of souls,” which lets souls switch bodies. The storyline is super unique and grabs your attention pretty fast. The mix of comedy, romance, and action is spot on, and the characters are all really charismatic and interesting. You get to see a bunch of different stories unfold through them, and you end up loving most of them. Our favorite part of the series? The visuals! It’s like eye candy’ you could watch just for the stunning scenes. The graphics are incredible too, and the soundtrack ties everything together perfectly.

Unfortunately, there are no product placements in this drama due to the historical setting. However, actress ‘Jung So-min’ looks definitely represents the ‘glass skin’ hype in recent years.

18. Single’s Inferno: Season 3

• IMDB rating: 7.2
• Netflix H1-2024 hours viewed: 73.1 million

Singles Inferno is a Korean reality dating show where singles meet up on a hot, deserted ‘island.’ While they’re there, they get to know each other and choose someone by the end of the day. If a girl and guy pick each other, they get to escape to paradise’a fancy hotel’where they can share more about themselves, like their age and job. But if you don’t get picked, you’re stuck in the inferno.

This season 3 was super dramatic and juicy, especially with three girls chasing after one guy! Yep, you heard that right! One guy, Lee Gwanhee, is trying to win over three younger girls: Choi Hye-seon, Cho Min-Ji, and Yun Ha-Jeong. The girls seemed to form little cliques, so the vibe among them wasn’t very friendly or outgoing. But the guys hit it off right away and really had each other’s backs.

K-Beauty Product Placement: Romand, AKITZ, WAKEMAKE, AHC, CLIO,..

In season 3, Choi Hye Seon and An Ming Young particularly showed off lots of their cosmetics collection.

Choi Hye Seon is spotted using the Romand Juicy Lasting Tint in shade #06 Fig Fig, the AKITZ hair straightener, and the WAKEMAKE Soft Blurring Eye Palette in #01 Vanilla Blurring. An Ming Young showcased a variety of cosmetics that highlighted her beauty. She used the AHC Safe On Mild Sun Cushion for sun protection and a radiant finish. To enhance her complexion, she opted for the CLIO Kill Cover Glow Fitting Cushion paired with the Kill Lash Superproof Mascara in #01 Long Curling for beautifully defined lashes. For her school shading, she selected the Too Cool for School Shading in #01 Classic, adding depth to her look. Additionally, she used the JUNGAE MOOL Essential Skin Nuder Cushion for a flawless base and finished off with the EG LIPS Blur Powder Pact for a smooth, matte finish. To complete her makeup routine, she incorporated the AMOS Style Expression for a touch of flair.

17. The Glory: Season 1

• IMDB rating: 8.1
• Netflix H1-2024 hours viewed: 76.6 million

It’s definitely one of the best k-dramas in recent years! Even though, the drama was launched in 2022/2023 it still has a massive 76.6 million hours viewed in the first half of 2024.

The plot is incredible, and watching Song Hye-kyo as Moon Dong-eun get her revenge is just so satisfying. They tried to slow her down, but she was playing chess while everyone else was just playing checkers’always two steps ahead. She totally deserved her moment of glory, and her bullies got what was coming to them. The storyline is fantastic, and the way it develops is awesome. I love how people stepped up to help her reach her goals and how determined she was not only to avenge herself but also to stand up for her classmate who was bullied.

K-Beauty Product Boost: Sulwhasoo

For a decade Song Hye-kyo was the face of skincare brand Laneige. However, in 2018 she switched and became brand ambassador of Sulwhasoo. This benefitted Sulwhasoo massively since the launch of The Glory.

In a recent interview, Song Hye Kyo shared that she kicks off her routine with Sulwhasoo’s Concentrated Ginseng Renewing Water EX, then follows up with their essence or serum, and wraps it all up with their cream.

16. Vincenzo: Season 1

• IMDB rating: 8.4
• Netflix H1-2024 hours viewed: 81.8 million

At eight years old, Park Joo-Hyeong was adopted and moved to Italy. Now an adult, he goes by Vincenzo Cassano (played by Song Joong-Ki) and works as a lawyer for the Mafia, acting as a consigliere. When a war breaks out between rival mafia groups, he escapes to South Korea. There, he gets involved with Lawyer Hong Cha-Young (Jeon Yeo-Bin), a determined attorney who will do whatever it takes to win. As Vincenzo seeks his own brand of social justice, he unexpectedly finds himself falling for her. Ending 16th on this list is impressive, given that this drama was released back in 2021.

K-Beauty Product Placement: Banila

The sassy and stylish Hong Cha Young (Jeon Yeo-Bin) looks fabulous in every suit she wears, and her makeup is consistently flawless. In episode 19 of Vincenzo, you can see her touching up her look with Banila Co. products while Vincenzo (Song Joong Ki) steals a discreet glance. She applies the Banila Co. Velvet Blurred Veil Lipstick, which boasts a lightweight, creamy formula that delivers a beautiful “veil-like finish.”

15. Hierarchy: Limited Series

• IMDB rating: 6.0
• Netflix H1-2024 hours viewed: 103.4 million

In this drama the elite 0.01% of students maintain strict control over law and order at Jusin High School until a mysterious transfer student disrupts their dominance. As tensions rise, secrets unravel, leading to unexpected alliances and confrontations. The main cast includes Kim Young-dae, who plays the role of the transfer student, and Lee Jong-won, portraying the leader of the elite group. Though the IMDB rating of this show was on the weaker side, it still achieved over a 100 million viewed hours on Netflix.

K-Beauty Product Boost: Kirsch Blending

14. Business Proposal: Limited Series

• IMDB rating: 8.1
• Netflix H1-2024 hours viewed: 104.2 million

The Korean drama “Business Proposal” is yet another classic Korean show that fans can’t get enough of. In 2022 Korean drama, Ha-ri disguises herself as a friend to sabotage a blind date, only to discover that her date is her CEO. Unexpectedly, he makes a surprising proposal that changes everything. The series stars Ahn Hyo-seop as the CEO and Kim Se-jeong as Ha-ri, delivering a delightful mix of romance and comedy.

K-Beauty Product Placement: Kahi Balm

The Kahi Anti Wrinkle multi balm didn’t only appear in the Extraordinary Attorney Woo show, but also was prominent in Business Proposal.

13. A Killer Paradox: Season 1

• IMDB rating: 7.1
• Netflix H1-2024 hours viewed: 105.5 million

Lee Tang (Choi Woo-Sik) is a regular university student working part-time at a convenience store. One night, he gets into a scuffle with a rude drunk and accidentally kills him. Freaked out that his life is ruined, he discovers the man he killed was a notorious serial killer on the run for four years. This shocking revelation gives Lee Tang an unsettling ability to identify morally corrupt individuals he believes deserve to die. He then takes a dark turn and becomes a serial killer himself to eliminate these bad people. Meanwhile, Detective Jang Nan-Gam (Son Suk-Ku) is on the case, convinced Lee is the main suspect. Ex-detective Song Chon (Lee Hee-Jun) is also pursuing Lee Tang, determined to bring him to justice.

Due to a lacking female main actress, we didn’t spot any product placement related to K-beauty.

12. The Atypical Family

• IMDB rating: 7.6
• Netflix H1-2024 hours viewed: 113.1 million

Bok Gwi Joo and his family have some pretty unique supernatural abilities. Bok Gwi Joo can travel back to happy moments from his past, but he can’t change anything’just relive the joy those memories brought him. Sadly, he gets overwhelmed by depression, which leads him to lose his special powers. His family also loses their abilities and faces modern challenges like insomnia, bulimia, and smartphone addiction. Then one day, Do Da He unexpectedly meets Bok Gwi Joo and his family. As she starts living with them, a lot of significant changes begin to happen.

We didn’t spot any K-beauty product placements, but as expected everyone on TikTok is sharing how they replicate the looks of actress Chun Woo Hee.

K-Beauty Product Placement:

11. Physical: 100: Season 2

• IMDB rating: 7.7
• Netflix H1-2024 hours viewed: 121.3 million

“Physical 100” is an electrifying Korean show that brings together 100 contestants in peak physical condition, many of whom boast beautiful physiques and are national athletes or popular influencers on social media. They compete in a series of intense and challenging tasks, thrilling viewers as these elite athletes push their limits, showcasing incredible strength, endurance, and strategy in the quest for the ultimate title and a substantial cash prize. Season 2 captivated audiences even more with heightened stakes and innovative challenges, introducing new dynamics that tested not just physical prowess but also mental resilience.

Thank you for reading! We’ll publish the top 10 soon.