I’m Jinsu Lee, Head of the Makeup Pro Team at HERA Division, where I oversee makeup coordination. I joined Amorepacific in 2007, and I’ve now been with the company for 18 years, serving as Makeup Master.

Actually, I saw it as an opportunity. While intimate client interactions are meaningful, I was being given a much bigger stage to create beauty. I was in my early thirties with plenty of passion, and I felt that with Amorepacific, I could play a role in cultivating and advancing Korean beauty.
As I expected, working here has provided me with numerous opportunities to learn and grow as a makeup artist, and I believe that’s reflected in my achievements. That’s probably why the company gave me the title of Makeup Master, and I’ve been leading the makeup team ever since.

I often tell my wife, I genuinely love this company and HERA. (laughs)
The most significant advantage of being a makeup artist at Amorepacific is that we not only use makeup products, but also actively create new trends alongside the brand. Working with researchers and brand managers on product development has allowed me to expand far beyond my existing capabilities into entirely new territories.
For instance, before the Makeup Pro Team was established, I was part of HERA’s brand management team. Back then, we had seasonal collections for spring, summer, fall, and winter, and I broadened my perspective working with Damien Dufresne, who served as HERA’s Makeup Creative Director for over a decade. Damien would set the seasonal concept, and I would reinterpret it with a Korean sensibility, then present it to the design team and researchers to develop the products. From there, we’d transform those products into content. This was only possible because we had in-house research facilities and production plants. At the time, HERA’s models included Taehee Kim, Mina Shin, and Jihyun Jun, and I directed not only the visual shoots but also the content videos. Even after the Makeup Pro Team was formed, I continued to work on brand management. All those accumulated experiences and capabilities have become the foundation that allows me to showcase K-beauty on various global stages. My pride in the company has only grown.

The team was established in 2012. It came into being because of an internal recognition that makeup should be a core pillar of brand strategy, and that we needed creative hands to execute the brand’s aesthetic. We currently have 10 makeup artists and two producers who create content for YouTube, TikTok, and other platforms, totaling 12 people. Based on their individual specialties, they collaborate on look creation and product development, handling a wide range of makeup-related work, including editorial shoots and content direction. The team’s strength lies in our ability to communicate beauty through the lens of local culture. We have artists who’ve acquired language skills and cultural knowledge from China, the United States, Japan, and other countries, so we’re leading K-beauty while respecting the makeup preferences unique to each market.

The COVID period stands out. Makeup artists rely heavily on in-person work, so our activities were inevitably restricted. We had to figure out how to channel our capabilities, which led us to live commerce. It was a newly emerging category, and we were the first at the company to try it. Our team members and artists participated as staff on platforms like Naver and Kakao, running the shows directly. We also launched internal live commerce. The Makeup Pro Team handled operations until a dedicated team was established.

Yes. We even received the Silver Play Button last year, and the channel continues to grow. We currently have 160,000 subscribers. Our goal extends beyond simply creating looks—we want to produce content that allows customers to experience HERA directly. In our Lead Salon series, led by the Makeup Pro Team, we release new beauty look tutorials every month, suggesting looks that suit the current season, which seems to resonate well with viewers. Since launching the channel, product search volume has increased, and certain shades have sold out immediately after uploads. We’re also witnessing rapid growth in international viewers and an expanding fan base, which has translated into tangible results. It’s gratifying work. Through YouTube, we can see customer reactions in real time and propose directions for beauty that align with the brand’s philosophy.

Amorepacific is a sponsor of the program, but before the sponsorship was finalized, I was brought on as a consultant. Designing the challenges for each episode requires makeup expertise, so the writers asked for my input, and we started meeting. After several discussions, I gradually provided consultation like an advisory member. About a month later, the leading producer and directing team came to me and formally proposed that I become a judge. Since each judge brought a different perspective, they wanted to add a brand-positioning viewpoint.

I actually declined at first. I had my work responsibilities, and my last broadcast appearances were over a decade ago on Project Runway Korea and Get It Beauty. I’d been busy since then, and being on television isn’t easy. But the production team kept persuading me, so I said I’d think about it for three days. I also talked it over with close friends, and everyone encouraged me to do it. So I started... and from that point on, I haven’t had much peace of mind. (laughs)

The first shoot started just two weeks after I accepted. The security was so strict that even the judges didn't know who the contestants were, making us evaluating them based on their skills on the spot. The other judges had extensive broadcast experience and spoke with great naturalness. I just approached it in my own way, drawing on my expertise and knowledge. I’m not sure how the editing turned out, but I hope it comes across well.

Without giving away spoilers, I paid close attention to the process as much as the results. As someone who has been involved in product planning and development, I carefully examined how contestants translated product characteristics—the colors and textures across different categories—into their makeup work. I also considered whether the final look matched their initial creative intent. Everyone was exceptionally talented, but the competitive format meant eliminations were unavoidable. Judging wasn’t easy, but it was a valuable experience for me as well.

When you look at K-beauty looks created by global customers, they tend to be lightweight rather than heavy, with a glowing skin finish. I believe the focal point of K-beauty is face makeup. The skill lies in elevating the skin’s natural luminosity and each person’s best features through makeup. Blush application has become more diverse, often mixing two or three shades, and is now typically applied starting under the eyes to create a gradation. Lips are less about being a statement and more about harmonizing with the skin tone. Dewy, glowing textures dominate. HERA’s SENSUAL NUDE GLOSS is a prime example, and it’s one of my personal favorites as well. Ultimately, every element of makeup is designed to enhance that glowing complexion.

I’m a big fan of HERA SIGNIA Vital Lifting Cream, AP Beauty’s Rejuvenating Booster Shot MD Serum, IOPE X MD Serum, and AESTURA ATOBARRIER 365 Cream Mist. I use them all regularly. And speaking of the SENSUAL NUDE GLOSS, it’s incredibly popular both domestically and internationally. The shade “Brownie Boy”—a subtle rose-tinted brown inspired by the nickname of HERA’s new ambassador, Felix—has been particularly successful, creating long lines at stores in Japan. When we opened our first official store at Hankyu Department Store in Umeda, Osaka, in mid-September, lines formed from the very beginning, it sold out entirely, and we had to take pre-orders.

Lately, I’ve been thinking about how to age gracefully. As a makeup artist, I pay more attention to beauty than most people my age, but I’ve rarely had any cosmetic procedures or surgery. I want to find what’s naturally beautiful within me. That’s why I consistently use skincare products. Thanks to Amorepacific, I think I look a bit younger than my peers. (laughs)
Beyond that, I believe harmony between outer and inner beauty is essential, so I run to maintain my physical condition and fitness. Not every day, but I try to stay consistent. Running clears my mind and relieves stress. I also enjoy camping and trekking. In the past, I’d spend vacations at resorts or traveling to cities abroad, but now my travel style has shifted toward immersing myself in nature. And for the record, wherever I go, I always apply sunscreen. (laughs)

I published a book once, and the first thing I’d say is: love your own face. If you continually strive to meet someone else’s standards, you’ll always fall short. Rather than focusing on hiding flaws, I believe the way to express your unique beauty is to maximize your strengths. When applying makeup, highlight the most beautiful parts of your face. You’ll find it much more satisfying. And beauty starts with the basics. Along with inner beauty, it’s essential to take good care of your skin—that’s the foundation.

We meet so many different people and do such varied work—influencer meetups, editorial shoots, look creation, and more. What I’ve learned from meeting customers both domestically and internationally is that you must understand the reality of the customers who will actually use the products. You need to notice what makeup they genuinely want to achieve and offer solutions tailored to their individual situations and concerns. If the customer isn’t satisfied, it doesn’t matter how technically perfect the makeup is—it’s not good makeup. To accomplish this, product knowledge and trend awareness are essential, but so is the ability to read people and have hands-on experience.
These days, being good at makeup alone isn’t enough for an artist. You need to be capable across content planning, communication skills, foreign language proficiency, and even digital AI tools. The fact that we’ve grown HERA’s official YouTube channel to 160,000 subscribers by internalizing everything from planning to filming to editing reflects this same principle. If you continue developing your capabilities as a makeup artist in this way, I believe many opportunities will come your way.

Nothing grandiose. I believe Amorepacific is already fulfilling its role as a company leading K-beauty through product excellence, and I’m confident we’ll do even better in the future. The ability to deliver makeup results people have never experienced before—that’s Amorepacific’s strength. I want to fulfill my role as a messenger of K-beauty, inspiring people around the world in the global market.

The Makeup Pro Team collaborates with numerous partners. So I’d fill in the blank with “collaborates.” Amorepacific collaborates to take on challenges and achieve results!