12 min read
Last summer, while sitting in an extremely photogenic café in Seoul, I watched two of my friends reach into their bags and pull out the same lip balm. At first glance, it was unremarkable—a slim black tube like any other—but the just-bright-enough rosy sheen it left on their lips immediately caught my eye. When asked, they both said the same thing: V from BTS used it. That was all the endorsement they needed.
I shouldn’t have been surprised. As a Korean American ARMY (the name of BTS’s fandom) who has observed the group’s influence ripple far beyond music and into every corner of culture, I’ve seen firsthand what happens when one of the seven members puts something on their lips, skin, hair—or really, any part of their bodies. It finds its way into the shopping carts of eagle-eyed fans from Seoul to San Francisco to São Paulo. Things sell out instantly.
There’s even a term for it: The BTS effect. It’s gotten to the point where Jungkook has had trouble getting his hands on his own favorite products (he playfully reprimanded fans after they sold out his preferred kombucha).
It wouldn’t be hyperbolic to say that BTS helped build the K-beauty wave we’re currently riding. At the very least, they’ve certainly scaled and globalized it—one sold-out lip balm at a time. Curious about which beauty products the group has used throughout their illustrious career? With the help of fellow ARMYs, who could moonlight as CIA operatives, I’ve compiled an exhaustive shopping guide ahead, organized by member and listed in fan chant order (consider this your warm-up before BTS’s world tour kicks off in April). Borahae.
Kim Namjoon a.k.a. RM
Han Myung-Gu//Getty Images
RM is a known bibliophile with dedicated Reddit threads and Goodreads lists that share every book he’s ever referenced, but his skin care routine? That information is apparently classified. Or perhaps not as applicable, given that he’s famously credited his butter-smooth skin to genetics—DNA, if you will. Here’s what little I could find about our well-read leader’s beauty routine.
RM is big on lip balm and seems to favor this classic from Vaseline, as evidenced by various clips of him using it throughout the years. Luckily, the balm is both affordable and easily found at most drugstores. Made from pure Vaseline jelly and vitamin E, it cocoons your lips in moisture without looking greasy, and the cute little jar fits in any pocket, which tracks with our gentle (rap) monster’s fondness for small things.
Another lip balm Namjoon has been spotted using on multiple occasions is Burt’s Bees Tinted Balm in the shade Red Dahlia. Blended with various botanical waxes and shea butter, this simple stick moisturizes and adds a subtle tint that livens dull lips in a quick swipe.
In an episode of Suchwita, we saw RM (and Suga!) playfully mist their faces with this spray-on serum. Granted, this was clearly a product placement, but as a beauty editor who has spent significant time testing products while living in Seoul, I can attest that it’s well-vetted with over 50 million units sold globally to date. The fine mist features a dual-layer formulation that combines avocado, sunflower, and meadowfoam oils with white truffle to replenish dry skin pre- and post-makeup. (Tip: Make sure to give the bottle a good shake before every use.)
Kim Seokjin a.k.a. Jin
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Fun fact: The eldest BTS member was the first to sign a major beauty brand deal when he was announced as Laneige’s global brand ambassador in 2024. Like RM, Jin’s approach to personal grooming seems to be fairly low-maintenance. Then again, with his “Worldwide Handsome” looks, the man clearly doesn’t need much help.
Backstage footage from the Run Seokjin Ep. Tour last year showed a plethora of moisturizers sitting among his makeup artists’ products. My eyes immediately zoomed in on the pale yellow Ongredients tube because it’s one of those products that you see repeatedly in pro kits. I’d liken it to Korea’s version ofEmbryolisse: a versatile moisturizer that pairs nicely with makeup. But whereas its French counterpart has a richer, creamier texture, Ongredients is lightweight and almost serum-like.
Jin stans swoon over his perfectly plump lips (they’re so pillowy they should be sponsored by Tempur-Pedic). A fan account identified him using this buttery balm from vegan K-beauty brand Freshian. Loaded with a hydrating flower complex and shea butter, this special-edition shade also has reflective pearls that add extra sparkle and shine—as if he needs it.
Shortly after being discharged from the military last spring, Jin filmed the Netflix show “Kian’s Bizarre B&B,” where he helps operate a quirky B&B on an island. In one episode, you seehimswiping a bright blue stick over his neck, which inquisitive fans quickly clocked as Shingmulnara (“Plant Nation”) sunscreen. The brand is another insider fave that’s known for its minimal, plant-focused ingredients and lightweight textures. In other words, it’s no-fuss and wholesome, like Jin.
Min Yoongi a.k.a. Suga
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Rounding out our minimalists in the group is Suga, whose understated aesthetic extends to his mostly black wardrobe. He may not be the flashiest member, but I’d wager he’s one of the best-smelling, judging by his penchant for fragrance.
Right after he dropped D-2 in 2020, Suga (also known as Agust D, his alter ego) gave fans a behind-the-scenes look at his creative process. Many, however, were distracted by the bottles of fragrance lining the shelves behind his glossy head of hair—Chanel Boy among them. A unisex scent that balances fresh citrus and lavender with a musky-vanilla base, it reflects the rapper’s own duality: quiet and restrained on the surface, yet layered with a warm intensity underneath.
Paco Rabanne’s Invictus also made an appearance in this same live. Decidedly bolder than Chanel Boy, it opens with bracingly clean grapefruit and aquatic notes before drying down to a cozy base of ambergris, wood, and patchouli. I’d like to think this is Yoongi’s power scent that he sprays before stepping on stage.
During a VLive back in 2017, Suga and J-Hope (a.k.a. SOPE) walked us through their skin care routines, and the contrast couldn’t have been starker. Ever the maximalist, J-Hope laid out his multistep process: toner, moisturizer, and a prescribed ointment from his derm. Suga, meanwhile, admitted he doesn’t do much. “Toner is unnecessary,” he told a visibly incredulous J-Hope. The one product both could agree on? Sheet masks from Mediheal.
Jung Hoseok a.k.a. J-Hope
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If there were a superlative for flashiest member of BTS, that award would go to J-Hope, who shines both on and off stage. As we’ve established, he’s also got his skin care routine down pat—quite literally. See: this delightful compilation of our dance captain aggressively patting (err, slapping) on his skin care, Korean ahjumma style.
Back to that SOPE VLive: Though Suga’s exact sheet mask isn’t available in the States, J-Hope’s is—and thank goodness for that because it’s truly one of the best for calming acne and redness down quickly.
The mask features a skin-clearing combo of willow bark, rosemary, and tea tree oil to target excess oil and breakouts, while chamomile and asiatic pennywort help soothe inflammation. The sheet is also very juicy, which helps with adhesion, and its stretchy cotton material makes it easier to apply than some of those rubbery two-piece masks that just slide down your face. (And if you need any more incentive to try it, Jimin is also a huge fan.)
When the group traversed New Zealand for Bon Voyage season 4, both Jimin and J-Hope were caught on camera using L’Occitane’s Immortelle Overnight Reset Serum. (Did Hobi slap it onto his face? Of course he did.) The serum’s hero ingredient, immortelle, gets its name from the French word for “immortal”—a nod to the flower’s ability to hold its color long after it’s been picked. True to its name, it’s a hardy botanical antioxidant that helps shield against environmental stress and gives dull skin a boost.
In another lifetime, I think J-Hope could have been a beauty editor. He’s always excited to share his favorite products, has discerning taste, and—judging by his clever lyricism—he can write, too.
See: this backstage clip during his Hope on the Stage Tour last spring, where Hobi took fans through an impromptu “What’s In My Bag” (a Louis Vuitton Speedy, naturally). Along with several lip balms, which we’ll get into, he pulled out his cologne of choice: Terre d’Hermès Original Parfum. A warm, woody scent with a twist, it pairs rich cedar notes with grapefruit and a faintly herbal edge, keeping it from feeling too predictable.
The bottle itself is also worth a closer look; designed by Philippe Mouquet and inspired by a vintage travel case held in the Hermès museum, it features the house’s signature H at its base. A fitting detail for a man who appreciates the finer things in life.
Nestled alongside the Hermès parfum in that Louis Vuitton bag? A Nivea Strawberry Lip Balm. The contrast between a Hermès fragrance and a drugstore lip balm is very J-Hope—refined, yet unpretentious. And his taste doesn’t disappoint: The balm has a smooth buttery texture, a flattering wash of color that you can’t really get wrong, and a subtly sweet strawberry scent that isn’t too cloying.
BTS, they’re just like us. At least in our shared obsession of lip balms. In a livestream last year, J-Hope quickly swiped on L:A Bruket’s No. 017 Lip Balm, which looks like an oversized glue stick at first glance. (The jumbo format makes more sense once you use it; more surface area per swipe equals more efficiency.)
L:A Bruket is a Swedish lifestyle and body care brand that prides itself on its sustainably sourced ingredients and deliberately minimal aesthetic. It’s known for its body washes and hand creams, but their lip balm is one of those insider products with a cult following, which further confirms that J-Hope is, as usual, ahead of the curve.
Park Jimin
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One of my ARMY friends told me that she never wants to meet Jimin because she’s intimidated by his beauty. “I’d be blinded by his light if I stood too close to him,” she said in complete seriousness. It’s a sentiment that’s shared by many fans, as he has the sort of ethereal glow that makes you wonder if he’s part elf. Though we can’t bottle up his otherworldly essence, we can at least enjoy some of his go-to products.
In a recent interview for Vogue’s In the Bag series, Jimin confirmed that he’s been using this Bobbi Brown lip balm for years. “I have at least nine tubes of it at home—just in case I lose one,” he says. Having tried the balm myself, it’s understandable why Jimin is hooked; it’s one of those easy-wearing balms that glides on smoothly and feels as good as it looks on your lips.
There’s a scene in the first episode of Are You Sure?! season 2, where Jimin casually tosses an assortment of tubes into his suitcase. Within hours, fans identified every product, including Aestura’s ATO Barrier 365 Cream.
A consistent bestseller at Olive Young, this moisturizer somehow feels both lightweight and substantial when you put it on. Perhaps it can be attributed to its derm-approved blend of ceramides, cholesterol, and fatty acids, which work to reinforce the skin barrier over time. If it’s good enough for Jimin…
The morning after Jimin was announced as La’dor’s global ambassador, I woke up to a flurry of texts from friends in Seoul. Apparently, the selection of perfumed hair oils he helped curate was already sold out at their local Olive Young stores. Rest assured, everything has since been restocked.
Of the five scents in the lineup, Angel Muguet, a fresh floral featuring lily of the valley, is Jimin’s pick. In addition to smelling divine, fans praise the hair oil for its ability to tame frizz and add shine without weighing down your strands.
Kim Taehyung a.k.a. V
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V is for vibes. From his taste in music (he’s a fan of Sam Cooke and Frank Sinatra) to his affinity for a well-tailored suit, there’s a certain anachronistic quality to V that feels very Old Hollywood. It’s as though he wandered off a film set in 1955 and never quite found his way back. V’s approach to beauty feels similarly unhurried—less a routine and more an extension of wherever his mind happens to be that day.
Remember that perfectly rosy lip balm my ARMY friends bought because of V? This is it. After being spotted in a “Bangtan Bomb” episode in 2020, it sold out immediately in the U.S., which apparently baffled the brand. They even took to Instagram to share how surprised they were, signing off with a thank you to “the Vriliant guy” who made it all happen. Have I since picked up a tube myself? You bet, and I’ll buy another one when it runs out because the cool red hue really does brighten up your face.
(Editor’s Note: The balm’s packaging has since changed from a white to black tube, but the shade and ingredients remain the same.)
During promotions for their hit song “Boy With Luv” in 2019, their collaborator Halsey surprised the members with giant Christmas stockings filled with various gifts, including this classic candle. The sweet exchange was documented on YouTube, and in the clip, you can see that V is genuinely excited, telling Halsey, “This is my favorite candle!” It reportedly sold out less than 24 hours after the video went up.
Continuing my theory that J-Hope could have been a beauty editor, V would make a great beauty influencer. Take this deep cut from the Bangtan archives, where a baby-faced V walks us through his skin care routine: a toner and moisturizer from Zeroid, a Korean dermocosmetic brand that’s well-regarded for acne-prone skin. The regimen itself could be described as simple, bordering on boring, but his animated expressions and exaggerated way of applying each product are anything but.
In June 2022, the group took a hiatus for the members to fulfill their mandatory military service. In the months following their discharge, brands wasted no time in snapping them up as ambassadors—and who can blame them? One of them was the Korean cosmetics brand TirTir, whoseglobalcampaign featuring V rapidly went viral, surpassing 80 million views within just a few hours on their global Instagram channel; products highlighted in the campaign, notably the Mask Fit Red Cushion, achieved top-selling status in Amazon’s foundation category shortly thereafter.
While researching for this story, I came across a fan comment that said, “The best way to advertise your brand or product is to get BTS to use it. Once it turns up in one of their videos or lives, ARMY will do the rest of the work.” They’re not wrong.
In an episode of In the Soop, there’s a montage of V getting ready for the day. In it, you see him applying lotion to his face, but the packaging isn’t in frame—or so we thought. Some, let’s call them, highly observant viewers, cropped in on a jar that was sitting on the bathroom counter and swiftly identified it as Belif’s Moisturizing Bomb. No comment on the detective skills. What I will say is that the moisturizer itself is a K-beauty classic that’s loaded with skin-barrier boosting ingredients like peptides, ceramides, and squalane.
Jeon Jungkook a.k.a. JK
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Jungkook (or JK) is famously particular about scent in a way that goes beyond wearing cologne. We’re talking deliberate choices across the board—from his laundry detergent to his dental regimen. The youngest member is knownto travel with a dental kit, mints, and a full bottle of mouthwash wherever he goes, which might sound excessive until you realize it’s part of what makes him the global superstar that he is. Ever the Virgo, JK is thorough, a bit of a perfectionist, and fully committed to the things he cares about.
JK started 2026 with a bang. After being announced asaglobal ambassador for Chanel Fragrance & Beauty, he graced not one, but nine covers of ELLE Korea. In the feature, he expressed his affinity towards this perfume, sharing that he likes the fragrance because it doesn’t give off the air of someone who’s trying too hard. Rather, the scent reveals its presence naturally, and acts as an extension of him exactly as he is.
In his In the Bag interview alongside Jimin, Jungkook pulled so many products out of his Balenciaga backpack that one fan summed it up perfectly in the comments: “Jimin is a mini-malist. Jungkook is a mini-market.”
Among the dizzying array, this Laneige lip balm immediately stood out, thanks to its unmistakable purple packaging. When asked what he looks for in a lip balm, JK’s answer was simple: nothing too oily. (I can confirm that the balm isn’t too oily, and has more of a plush, cushiony texture to it.)
Jungkook’s obsession with dental hygiene has been well documented. (Exhibit A: His toiletry bag five years ago, which shows his toothbrush and floss. Exhibit B: Any number of videos of him brushing his teeth. Exhibit C: The Vogue interview.) So the fact that he carries a full-sized bottle of mouthwash isn’t surprising at all. He even points out that the Korean version of this specific mouthwash is slightly different from what’s sold in the U.S., and that he uses the latter because it’s more potent.
