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The “BTS effect” is real – and it goes far beyond music. Whenever one of the seven members shares a favorite snack, drink, fashion piece or beauty product, fans around the world take notice. In the beauty space, that influence has helped introduce millions of people to the world of K-beauty. Now, as BTS continues their ARIRANG World Tour, fans are celebrating the group’s return while revisiting the products and trends endorsed by the members.
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The latest product receiving the BTS fan treatment is mixsoon’s Bean Sunscreen, an SPF 50 Korean sunscreen that SUGA was spotted applying in a lifestyle vlog. After the moment gained attention online, mixsoon’s sunscreen quickly became a talking point among fans and beauty creators alike.
Already a popular pick among shoppers, the lightweight formula has sold more than 9,000 units on Amazon in the last 30 days. The sunscreen offers broad-spectrum protection against UVA and UVB rays while delivering a hydrating, dewy finish without the heavy feel or white cast often associated with sunscreen. Its formula includes fermented soybean, pomegranate, barley and Korean pear extracts designed to nourish skin while providing everyday protection.
Amazon
SUGA’s Skincare Find
Mixsoon Bean Sunscreen SPF 50 Moisturizer
A shopper-loved Korean sunscreen with 9,000+ units sold on Amazon in the last month.
Thanks to one viral clip, mixsoon’s Bean Sunscreen is becoming one of K-beauty’s most talked-about SPFs. After SUGA was seen applying the sunscreen, fans quickly took notice. The SPF 50 formula protects against UVA and UVB rays while ingredients like fermented soybean, pomegranate, barley and Korean pear extracts help keep skin hydrated and glowing.
That viral moment is just the latest example of BTS’ impact on beauty trends. From Jin’s connection to Laneige’s Lip Sleeping Mask to the skincare and self-care products fans have spotted throughout the members’ careers, BTS has played a major role in making K-beauty a global phenomenon.
With BTS currently on their ARIRANG World Tour following their highly anticipated reunion, the Billboard Shopping team rounded up the beauty products connected to the members — from viral sunscreens to skincare staples — that have sparked buzz among ARMY, BTS’ dedicated global fandom.
BTS’ Members Favorite Beauty Products
Amazon
Custom Lip mASK
Laneige Lip Sleeping Mask
Two-Scent Custom Swirl
A customizable lip mask featuring Berry Fruit Complex and nourishing butters.
BTS’ Jin (Kim Seok-jin) brought even more attention to Laneige when he became the brand’s first-ever male ambassador in 2024. Now, fans can shop a new take on one of the brand’s most recognizable products: the Lip Sleeping Mask. Available exclusively on Amazon, the customization experience lets shoppers blend two scents into their own overnight treatment powered by Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter.
Amazon
Skin Barrier Care
Laneige Cream Skin Toner & Moisturizer
The K-beauty essential featuring ceramides, peptides and soothing white leaf tea water.
Laneige’s Cream Skin Toner and Moisturizer was one of the products featured in Jin’s 2024 campaign with the brand. Starting at $16, the multitasking formula uses ceramides and peptides to help strengthen the skin barrier, while white leaf tea water provides soothing hydration. The lightweight, milky texture leaves skin looking soft, smooth and radiant.
Amazon
V’s Beauty Pick
TIRTIR Mask Fit Red Cushion Foundation
The K-beauty cushion foundation that became an Amazon bestseller.
Following BTS’ return from military service, TIRTIR was among the brands that partnered with the members, launching a viral global campaign featuring V, also known as Kim Tae-hyung. The campaign earned more than 80 million views within hours, putting the spotlight on the brand’s Mask Fit Red Cushion. The K-beauty favorite offers buildable coverage, a lightweight texture and a natural-looking finish.
Amazon
Hydration hero
Mediheal Hyper Hyaluronate Mask
Available in a pack of four and 10 sheet masks.
BTS’ Suga and J-Hope (Jung Ho-seok) revealed their skincare routines during a 2017 VLive, showing just how different their approaches can be. While the members didn’t share the same number of steps, they found common ground with Mediheal sheet masks. The popular K-beauty brand offers targeted formulas made with ingredients like hyaluronic acid, vitamin C and botanical extracts to help support hydrated, healthy-looking skin.
Amazon
Jimin’s Beauty Pick
Bobbi Brown Extra Lip Tinted Balm
Jimin’s longtime lip balm favorite with a hydrating tinted finish.
When BTS’ Jimin, also known as Park Ji-min, opened up about his favorite essentials for Vogue’s “In the Bag” series, one product stood out: Bobbi Brown’s Extra Lip Tint. The longtime beauty favorite combines the comfort of a lip balm with a hint of color, making it an easy everyday step for hydrated, naturally tinted lips.
Amazon
Travel Beauty Essential
L’Occitane Immortelle Overnight Reset Oil-in-Serum
The overnight serum formulated with a resilient botanical extract.
BTS brought their skincare essentials along for the ride during Bon Voyage Season 4, where Jimin and J-Hope were spotted using L’Occitane’s Immortelle Overnight Reset Serum. Featuring immortelle, a resilient botanical known for its antioxidant benefits, the serum helps support skin against daily stress while boosting the look of radiance and hydration.
Macy’s
Smell like BTS
Hermès Terre d’Hermès Pure Perfume Spray
A woody Hermès fragrance combining fresh citrus with earthy notes.
J-Hope’s beauty essentials go beyond skincare and grooming. In a backstage “What’s In My Bag” clip from his Hope on the Stage Tour, he revealed Terre d’Hermès Original Parfum as his cologne pick. The Hermès scent blends woody cedar, citrus grapefruit and herbal notes, all housed in a bottle inspired by the brand’s travel heritage.
With “Swim” topping the Billboard Hot 100 and ARIRANG landing at No. 1 on the Billboard 200, BTS’ return has been nothing short of historic. As the group continues its ARIRANG World Tour, the BTS effect remains stronger than ever — from sold-out shows to the beauty products fans can’t stop shopping.
