In an era where the boundary between celebrity endorsement and genuine recommendation has turn into increasingly blurred, actress Park Ha-sun is leaning into a more transparent approach to beauty. The seasoned performer recently appeared on the second season of “Life Up,” a lifestyle curation program designed to bridge the gap between high-profile influence and actual consumer experience. During her appearance, Park highlighted the ELT Cosmetics serum, positioning the product not through a scripted commercial lens, but through the framework of a personal usage review.
The shift toward “real-utilize” testimonials marks a pivot in how K-beauty brands engage with the public. By utilizing a format that emphasizes the lived experience of the user, “Life Up Season 2” seeks to provide consumers with a more grounded perspective on beauty, health, and living products. For Park Ha-sun, whose career has spanned diverse roles in television and film, this partnership with ELT Cosmetics reflects a broader trend of celebrities acting as curated tastemakers rather than mere faces of a campaign.
The program’s strategy relies on the perceived authenticity of its cast. Alongside Park, the season features a diverse roster of personalities, including actress Han Groo and K-pop artists Hyelin of EXID and Jooey of Momoland. Together, they navigate various product categories, sharing their honest impressions to help viewers make more informed purchasing decisions in an oversaturated market.
The Evolution of Celebrity-Driven Beauty
The beauty industry has long relied on the “halo effect,” where the perceived perfection of a celebrity is transferred to the product they hold. However, modern consumers—particularly those within the K-beauty ecosystem—are increasingly skeptical of polished advertisements. They are searching for “skin-realism” and evidence of efficacy over a while.
By participating in “Life Up,” Park Ha-sun is engaging with a format that prioritizes the narrative of the “user journey.” Instead of stating that a product works, the program focuses on how it fits into a daily routine and the specific results observed over time. This approach aligns with the rising demand for transparency in skincare, where ingredients and actual performance outweigh the prestige of the brand ambassador.
The inclusion of idols like Hyelin and Jooey further expands the demographic reach of the show. While Park Ha-sun appeals to a demographic looking for timeless elegance and sophisticated skincare, the idol presence captures a younger audience interested in the fast-paced trends of the Hallyu wave and the rigorous skincare demands of performers who spend hours under heavy stage makeup.
Inside the ‘Life Up’ Curation Model
Unlike traditional variety shows or home shopping segments, “Life Up Season 2” functions as a hybrid of a review vlog and a lifestyle guide. The program focuses on three primary pillars: beauty, health, and living. This holistic approach suggests that beauty is not an isolated pursuit but part of a larger wellness circuit.
The specific focus on the ELT Cosmetics serum during Park Ha-sun’s segment underscores the current industry obsession with “serum-centric” routines. In the current skincare hierarchy, serums are viewed as the “treatment” phase—the most potent part of the regimen designed to target specific concerns such as hydration, brightening, or anti-aging.
The program’s structure can be broken down by the types of influence each guest brings to the curated experience:
| Participant | Primary Domain | Contribution Style |
|---|---|---|
| Park Ha-sun | Beauty/Skincare | Sophisticated, usage-based reviews |
| Han Groo | Lifestyle/Beauty | Trend-focused curation |
| Hyelin (EXID) | Beauty/Health | High-energy, performance-ready tips |
| Jooey (Momoland) | Living/Beauty | Youthful, accessible recommendations |
The Impact of Authentic Review Culture
The decision to center the show around “actual usage reviews” is a strategic response to the rise of independent beauty influencers. For years, the most trusted voices in skincare have not been the celebrities in the ads, but the creators on YouTube and TikTok who perform “wear tests” and “ingredient deep-dives.”
By adopting this format, “Life Up” attempts to reclaim that trust for mainstream media. When Park Ha-sun discusses the ELT Cosmetics serum, the value lies not in her fame, but in the claim that she has actually integrated the product into her life. This “curation” model transforms the celebrity from a spokesperson into a peer-reviewer with high standards.
the program addresses the “choice paralysis” many consumers experience when faced with thousands of similar-looking serums. By narrowing the field to a few selected products vetted by trusted personalities, the show acts as a filter, simplifying the consumer’s path to purchase while maintaining an air of editorial independence.
Broadening the K-Beauty Horizon
The collaboration between ELT Cosmetics and “Life Up” is a microcosm of how the Korean beauty industry is exporting its culture of meticulous care. The emphasis is no longer just on the “glass skin” result, but on the ritual of the process. The serum is presented as a tool for self-care, a narrative that has resonated globally as wellness becomes a primary driver of consumer spending.
As the program continues its run, the interaction between the diverse cast members—from the poised maturity of Park Ha-sun to the vibrant energy of the K-pop stars—provides a comprehensive look at how skincare needs evolve across different ages and lifestyles. This inclusivity makes the recommendations feel more universal and less like a niche luxury.
Disclaimer: The information regarding skincare products mentioned is based on promotional appearances and user reviews. For specific skin concerns or medical advice, please consult a certified dermatologist.
The trajectory of “Life Up Season 2” suggests a future where celebrity partnerships are measured by their honesty rather than their reach. As more episodes air, the industry will be watching to spot if this shift toward authenticity results in sustained brand loyalty for products like the ELT Cosmetics serum.
We invite you to share your thoughts on the shift toward authentic celebrity reviews in the comments below. Do you trust a celebrity’s “real-use” review more than a traditional ad?
