"Jang Wonyoung and Karina Wear Them Too"... The Hottest 'K-Lenses' Riding the K-Beauty Wave [K-holic]

'K-Lens' Captivates Overseas Consumers
Emerging as a Next-Generation K-Beauty Driver
"High Technology and Value for Money Captivates Consumers"

Editor's NoteInterest in Korean culture is rapidly growing worldwide. Korean-related products and content such as K-Food and K-Beauty have permeated the everyday lives of overseas consumers, extending beyond dedicated enthusiast communities. [K-holic] sheds light on the 'Korean Wave' emerging around the globe, exploring why international consumers are now focusing their attention on Korea.

As the K-Beauty craze continues, more overseas consumers are seeking out Korean beauty contact lenses. The rising popularity of K-pop idols’ makeup and styling has brought attention to so-called 'K-Lenses,' which feature diverse colors and designs, establishing them as a new sector within K-Beauty.

K-Lens Reviews Flood Social Media: "Wide Range of Options, Very Satisfying"

Aespa Karina. Instagram

Recently, social networking services (SNS) such as TikTok and Instagram have seen a surge in posts from international consumers trying out Korean beauty lenses and sharing their experiences. Some of these users are even using beauty lenses to recreate the makeup looks of popular K-pop idols such as aespa and IVE.

One American tourist who visited a specialized lens shop remarked, "It’s amazing that they offer a free eye exam when you buy lenses. No matter which lens I choose, there’s a high chance the store has my prescription in stock, so I can take them home immediately." She added, "In the US, eye exams cost money, and there's a waiting period until the lenses arrive after placing an order. In Korea, the lens quality is excellent and there is a wide variety of colors to choose from, so I am very satisfied."

The heightened interest in Korean beauty lenses among foreigners is attributed to the popularity of both K-pop and K-Beauty. With K-pop idols’ makeup and styling drawing international attention, there is a growing demand for beauty lenses from those who wish to emulate their favorite idols' image and style.

The variety of designs and the diversification of product lines are also significant factors in their popularity. Korean brands offer a wide array of options in lens diameter, color, and graphic design. Choices range from naturally toned brown, gray, and olive hues to bolder designs that accentuate the iris—allowing consumers to pick products that match their eye size or the mood they wish to create. Recently, 'astigmatism-fixed lenses' with graphics designed to remain in a stable position have garnered additional attention from consumers after being featured in idol photo shoots and performances.

"K-Lenses Gain Presence on the Back of the K-Beauty Boom"

IVE Jang Wonyoung. HapaKristine Homepage

As interest in beauty lenses grows, the growth potential for K-Lenses is also drawing attention. In the 'Rising Players Driving the Global Beauty Trend, K-Beauty' report published in December of last year, Samjong KPMG Economic Research Institute highlighted 'beauty devices' and 'beauty lenses' as fields expected to drive the next K-Beauty boom.

The report analyzed, "The rise of K-Beauty can be interpreted primarily as a result of the global spread of K-pop and K-content. K-pop idols' makeup and brand products featured in hit dramas are being exposed to global consumers, naturally leading to purchase behavior."

Regarding K-Lenses, the report stated, "K-Lenses are steadily building their presence in both the domestic and international cosmetics markets, capitalizing on the halo effect of K-Beauty. Not only are their designs diverse, but they also boast superior wearability, and they captivate consumers both at home and abroad by combining high technological quality with cost-effectiveness."

As K-Lenses Soar in Popularity, Related Companies See Sharp Growth... Upward Trend Likely to Continue

IVE Jang Wonyoung. Instagram

In fact, a significant number of foreign consumers are visiting Korea to purchase these lenses. According to the 'Overseas Card Sales Trend Report' published by Korea Credit Data (KCD) on August 7, the color lens brand 'Harpa Kristen' recorded the highest percentage of overseas card sales among domestic franchises, accounting for 34%. Harpa Kristen is a brand that features IVE’s Jang Wonyoung as its advertising model.

The strong growth of K-Lenses is reflected in the performance of related companies as well. The sales of PPB Studios, which operates Harpa Kristen, rose from 39.2 billion won in 2023 to 49 billion won in 2024 and 58.9 billion won in 2025. Operating profit also improved, turning from a deficit of 4.2 billion won in 2024 to a surplus of 5.4 billion won in 2025. Starvision, which operates the contact lens brand ‘O-Lens,’ achieved record-high consolidated sales of 194.1 billion won and operating profit of 65.4 billion won last year.

The lens market is expected to maintain its growth trajectory going forward. According to global market research firm Statista, the domestic contact lens market was valued at 362 million dollars (about 512 billion won) last year and is expected to surpass 400 million dollars (about 566 billion won) by 2029.

This content was produced with the assistance of AI translation services.