Beauty Creator 뽀용뇽: Turning Every "Why" Into Content, Building Brand Trust in Two Years

As a child, sharing makeup tips with her parents only earned her the response, "Are you trying to be a celebrity or something?" In her interview with Allure Korea, Korean beauty creator 뽀용뇽 recalled that the frustration of "knowing something felt right but not being able to explain why" ended up becoming the starting point for her content. Her channel has been described as offering "beauty tips with a twist"—the core isn't teaching people to copy a look, but breaking down "why this particular look works for this particular face."

That question stuck with her for a long time. To find a way to articulate that feeling, she studied fine arts in college and switched to media communications for graduate school. Before her debut, she worked as a performance marketer at an ad agency while simultaneously running over a dozen channels covering ASMR, slime, celebrity gossip, mukbang, cooking, and solo living—waking up at 6am and staying up until 4am every day. She admits that while people see her as an "overnight success," the reality is over a decade of accumulated work behind the scenes.

Pivoting to beauty content wasn't even part of her original plan—she once thought the market was too saturated for her to break into, until other attempts didn't pan out and a friend suggested she "try something you actually like for once," making beauty her last resort. The real turning point came after her short-form video subscribers grew rapidly: she started seriously considering long-form content after seeing a comment where a viewer asked, "You work so hard on shorts, why aren't your subscribers growing?" and someone replied, "Because you're not making long videos." She uploaded a long video the moment she saw that, and her subscriber count noticeably jumped afterward—that's when she realized long-form content was the real key to building "trust."

In recent years, she's co-developed products with brands including Anua and A'PIEU. She recalls her first collaboration was A'PIEU's "Juicy-Pang Mood Tint," where she came prepared with a full presentation of ideas on day one: beyond just mixing two colors, she suggested adding white and gray so users could adjust brightness and saturation themselves. For Anua's spray product, she was involved in thinking through how it would actually be used from the development stage onward. In her view, brands come to her for practical tips and a touch of originality, while what consumers really want is authenticity and concrete usage advice.

As for recent shifts in K-beauty, she's noticed things becoming "increasingly personalized"—people care less about the product itself and more about "does this work for me" and "why does it work for me." She also shared that she named her company "BBYCORE" specifically to emphasize this idea: not chasing viral moments, but maintaining a long-term position of trust.