JUST MAKE UP PD: “Surprised by Casting Models as a Beauty Novice... Amazed by the Depth” [Interview]

[Financial News] “I didn’t know much about beauty, but I was amazed by the depth of this new world.”
Coupang Play’s original variety show JUST MAKE UP, which brought K-beauty’s technology and creativity to the stage, concluded its journey with Pari Geumson as the winner, drawing significant attention. Dubbed the 'beauty version of Black-and-White Chef,' the program proved its global appeal even in its first season, opening the door for potential sequels.
On the 19th, at a café in Samcheong-dong, Seoul, Woojin Shim and Park Sung-hwan, the PDs, shared their thoughts on the show’s finale, saying, “It was a time when we newly discovered the depth and potential of the K-beauty world.” Both admitted they had little interest in makeup before, barely using sunscreen. They added, "Out of the 30 writers and PDs involved, we were the only two men."

How did a beauty novice become interested in makeup? Woojin Shim explained that, as part of his job, he was always searching for new topics when he was surprised to see a female colleague come to work fully made up after an all-nighter. He had always thought people only visited beauty salons for weddings, but his colleague said she went to a Cheongdam-dong salon just to lift her mood. He realized, “Makeup isn’t just about appearance—it’s a whole world.” As he delved into the beauty industry, he discovered a vast community of artists and, wanting to make the field more entertaining and accessible, came up with the survival format.
Park Sung-hwan also noted, “I used to think makeup was just about making someone look pretty, but I realized the process is no different from artistic creation. That’s when I saw the program’s potential to expand.”

JUST MAKE UP featured an impressive scene with 60 makeup stations lined up in a massive space. The production team wanted to create a space where 60 artists could simultaneously showcase their unique styles. Judge Jung Saem Mool even remarked that she had never seen such a large-scale event.
The program took a full year from planning to broadcast, starting with reaching out to judge Jung Saem Mool. The crew numbered around 300, with filming often running from dawn until sunrise the next day. What was the most challenging part of such a large-scale project?
Surprisingly, Woojin Shim cited “people” as the biggest challenge. “We didn’t realize that every mission would require a model due to the nature of makeup. With 60 contestants, including models, the number doubled to 120. The set was always crowded.” He added that recruiting twin models, which surprised both participants and viewers, was particularly tough.
He explained, “For the 1-on-1 missions, if we used the same model, we could only show the results in photos, so we thought of using twins. But even among twins, it’s rare to find pairs with similar faces. Recruiting 15 pairs was extremely difficult. The writers mobilized all their contacts and scoured social media to find them.”






The judging was conducted blind, adding to the excitement. Park Sung-hwan explained, “I wanted to create an extreme mission where, in addition to twin models, the makeup results would be compared blindly.”

The topic for the final mission was a major point of consideration, as many young and unique models had already appeared.
Park Sung-hwan said, “It was important to see how artists would reinterpret faces marked by time. I wanted to show how artists could transform senior actors into cover models with their skills and sensibilities.”
Woojin Shim explained that the overarching theme of the final mission was ‘Dreams.’ “Even actors with over 50 years of experience still have dreams of new roles. I thought showing those dreams through makeup would resonate deeply with viewers.”
JUST MAKE UP featured a variety of missions that highlighted each artist’s skills and creativity, from Pari Geumson’s striking red horse piece to Ko Sang-woo’s Kamadhenu mission, which showcased Son Tail’s attention to detail and persistence, and O Dolcevita’s bold reinterpretation of the mother mermaid from Cha In Pyo’s novel Mermaid Hunt.
What was the most surprising moment for the production team? Both PDs pointed to the scene featuring O Dolcevita’s mother.
Park Sung-hwan recalled, “O Dolcevita asked if she could bring her mother, and when she arrived, everyone’s emotions overflowed. Everyone except the two of us cried. It was a moment that made us realize just how deeply makeup can touch people’s emotions.”

Both PDs admitted that, at first, they were more anxious than hopeful about the show’s success.
Woojin Shim said, “Up until the first round of filming, I worried whether it would work. But once filming began, the artists’ sincerity and the novelty and fun of what they showed gave me confidence. As we edited, more and more impressive scenes emerged, and I felt increasingly reassured.”
Park Sung-hwan also confessed, “I was extremely nervous right before the premiere. With so much capital and manpower invested, the pressure was immense. Only after the first episode aired and received positive reviews could I finally relax.”
The collaboration with Coupang Play also created synergy. Park Sung-hwan said, “Coupang was intrigued by the idea of a makeup variety show. The timing and other factors aligned well. Since the platform’s main user base is viewers in their 40s and older, we hoped they would enjoy a new viewing experience.”
Asked whether Coupang’s sales increased after JUST MAKE UP aired, Park Sung-hwan said he wasn’t sure, but mentioned, “There was a scene where the New York Master sprayed her favorite facial mist, and I heard that sales of that product on Coupang actually increased after the broadcast.”

If a second season is produced, what would they like to improve?
Park Sung-hwan said, “I want to enhance the show’s popularity and accessibility. Some viewers asked, ‘Why wasn’t Kisu Kim on the show?’ If there’s another season, I’d like to broaden the range of participants.”


Kisu Kim is a celebrity-turned-makeup creator. Park Sung-hwan added, “The most popular style on the show was natural makeup. While bold aesthetics like futurism and the red horse concept were great, I’d also like to include more everyday, practical makeup missions that anyone can try.”
The PDs were also asked what they hoped the program would mean to those working in the beauty industry.
Park Sung-hwan explained, “Makeup artists are both artists and service professionals—a unique dual role. I wanted to create a stage that truly showcased both sides.”
Woojin Shim, referencing stories about Jung Saem Mool and Lee Hyori, said, “Jung Saem Mool was a pioneer in this field even before the makeup artist profession became mainstream. I hope this program helps raise the profile of the profession.”
Creating the program also changed the way both PDs view makeup.
Woojin Shim said, “I used to see makeup only in terms of skill, but now I see that everyone has their own style.”
Park Sung-hwan mentioned a phrase included at the end of the program: “The idea that makeup alone can brighten your day really resonated with me. Just like you can wipe off makeup and start again if you don’t like it, I realized you can approach life with the same mindset.”

[email protected] Shin Jin-a Reporter