JYP Entertainment Hit With Scathing Backlash Over The Makeup Style Of Female Idols

JYP Entertainment is receiving some heated backlash over the on-stage appearance of their female idols.

The backlash came after a netizen posted two clips of TWICE‘s Jihyo and ITZY‘s Lia during their recent stage performances, pointing out how both idols were wearing foundation that didn’t match their original skin tone at all. As a result, their faces looked multiple shades lighter than their bodies, giving them an uncanny valley-esque look.

are the makeup artists in jype okay pic.twitter.com/bHNZyDZ6s8

— val (@qweenbeeval) July 13, 2025

In K-Pop, idols wearing foundations multiple shades lighter than their complexion has been a routine practice for years, and it pertains to the traditional Korean beauty standards, which prefer pale skin tones. However, in recent times, with the globalization of K-Pop, more and more fans have grown loud in their demand to let idols wear their natural complexions instead of hiding it behind whitening products. Consequently, some changes have been noted in industry practices, but not completely. Even a few months ago, SM Entertainment‘s girl group aespa had become a hot topic for allegedly using whitening body makeup.

aespa’s Body Makeup Sparks Heated Debate

The X post that pointed out Jihyo and Lia’s makeup debacle has since gone viral, garnering over one million views. Many netizens expressed their frustration with the mismatched foundation shades and called out the company.

jype so broke they can only afford one cushion foundation for everyone https://t.co/IuZ82YVTYy

— vivian ˚୨୧⋆｡ 🦪 (@universerene) July 15, 2025

dark skin is not a bad thing kpop companies should stop whitewashing https://t.co/HhFJNdzhlU

— Rien ‧☽𖤓☾‧ (@rienapourpre) July 16, 2025

imagine jihyo with a more bronzed look and bolder eye makeup JYP WAKE-UP and yall r lucky my queens have face cards that can a millennium bc jyp what is this https://t.co/kKKs9GHloB

— lauren ࣪𖤐 (@freakbatu) July 15, 2025

The concept of painting only your face white is so so https://t.co/3AerGwaSip

— Wicked Igbo feminist⁷ ⓥ💜💜 (@kosi_annie) July 16, 2025

foundation 4 shades above their real skin color + high SPF (potentially give flashback on cam) + unnecessary amount of tone up cream + stage's lightings = that's it, that's a whole mask for them 🎭🤡

pls free these amazing ladies from sk's white skin obsession 😭 https://t.co/3tEqxkhiqv

— jinnie (@21centurygurl_) July 16, 2025

However, many also felt that the backlash was unwarranted since it was still a standard industry practice, and probably a preferred makeup style for many in Korea.

I think its not only in jype, but kpop mua in general.. these days, they like to use white cushion😭😭😭 https://t.co/Z9vg4nQLAF

— cef✨ (@bbushyu) July 16, 2025

what's crazy is that a lot of idols do this but JYPE idols are the only ones being shamed for it… https://t.co/mobSBQC6fw

— Lena (@cuntseye_) July 15, 2025

wait until yall realize most kpop idols WANT their makeup to look like this lmao https://t.co/poyS4D5zOM

— ♱ (@jinxsooya) July 15, 2025

And what if I told you it's not even the makeup artists at jype? It's just how a lot of women over there wear their makeup? Look at korean tourists in your country and you'll realize women actually do use foundation that light even if it doesn't match their body for some reason https://t.co/dNNZGYtLMb

— Jø (@hamiltonshive) July 16, 2025

What do you think about this makeup trend?