Zara Larsson, Jisoo And The Rise of K-Beauty's Viral Eye Patches

A blue dolphin sits under each eye and colorful stars dot the cheeks, what looks like playful makeup is actually part of a growing K-beauty trend: skincare products designed to stand out on camera.

BLACKPINK's Jisoo has also brought attention to the look, appearing with eye patches in a video on her YouTube channel. Meanwhile, pop singer Zara Larsson helped inspire one of the trend's most unusual products.

Goodai Global, the company behind Beauty of Joseon, TIRTIR and Round Lab, recently launched Depthi, a new brand targeting international consumers. Its Blue Peptide Eye Patch comes in the shape of a dolphin, inspired by Larsson's signature makeup. The product first appeared on the singer's TikTok account, where fan videos helped spread its visibility.

Other brands are following a similar approach. OOTD Beauty's Star Spot Patch features star-shaped patches in five pastel colors, designed to work as both skincare and a playful face accessory.

The trend goes beyond eye patches. Biodance's Bio-Collagen Real Deep Mask gradually turns transparent as it stays on the skin, while Medicube's Collagen Night Wrapping Mask forms a thin film that users can peel off after it dries. Both offer visually satisfying transformations that fit naturally into short-form videos.

For K-beauty brands, the appeal is clear, products that look interesting are easier to share. Platforms such as TikTok Shop also allow consumers to discover and purchase items without leaving the app.

As K-beauty continues to expand overseas, brands are finding new ways to make skincare part of the social media conversation. The challenge now is making sure there's more to these products than just a pretty face.