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NOW READING Watch: These Top Beauty CF Queens Can Sell Anything — and They Do
July 3, 2017

Watch: These Top Beauty CF Queens Can Sell Anything — and They Do

If starring in a commercial, or CF as it’s called in Korea, is considered prestigious for A-list Korean celebrities, then these CF queens are endorsement royalty. Watch Suzy, Hyeri, Taeyeon, and Yoona in these beauty CFs.



For a full 10 minutes, my brother and I stared at a paused television screen trying to figure out why the actress in the commercial looked so familiar. After confirming she wasn’t an extra in an episode of Grey’s Anatomy, I finally rushed over to the shelf, pulled out a dusty DVD from the back and pointed to the cover. “Ah, so she’s doing commercials now,” my brother remarked. “What a bummer.”


It’s no secret that in the States we stereotype commercial actors as those who haven’t “made it” yet or those who have passed their prime. Of course, we all know that this isn’t really the case. There are now plenty of successful, working entertainers who have discovered that commercials and endorsements are simply wonderful opportunities. (Look at Jennifer Aniston for Aveeno or any number of A-list celebs for beauty brands like L’Oréal.)


Korea has long recognized this. For years, some of the most successful K-pop and K-drama stars have been the face of every brand imaginable. After all, a well-known and well-liked face naturally attracts more sales. In fact, CFs, short for “commercial films,” are sought after by top Korean celebrities; it’s a sign that you’ve made it. Need proof? Just take a look at some of these top beauty CF Queens.




cf queens
The Face Shop


Capable of selling everything from tech gadgets and energy drinks to fashion and even chicken, Suzy has held the title of CF Queen for many years. It comes as no surprise that the K-pop star-turned-actress is an absolute expert at selling beauty products and is an official international ambassador for The Face Shop, one of the biggest South Korean cosmetics and skincare brands. Joining her as an official international ambassador is Kim Soo Hyun (My Love From the Star), Suzy’s male co-star on the popular 2011 drama, Dream High.






In recent years, we’ve seen Hyeri’s face everywhere, endorsing everything from chocolates to 7-Eleven to housing apps. It’s to the point where many fans now claim that Hyeri has officially beaten Suzy and taken over as CF Queen. As the youngest member of the K-pop group Girl’s Day and star of the hit K-drama Reply 1988, Hyeri has proven that the aegyo (cutesy) look can win over any heart. She has become one of the most in-demand advertising models in South Korea and was ranked third in Forbes Korea’s Power Celebrity list in 2016. Just take a look at these Happy Bath CFs, and you’ll see exactly why every brand wants her.





We first saw Taeyeon as a member of popular girl group Girls’ Generation, but that certainly wasn’t our last look. Debuting as a solo artist in 2015, Taeyeon was ranked as the most popular idol of 2016 by Gallup Korea. In the same year, she was listed in Forbes Korea’s Top 40 Power Celebrities of the Year and became the first Korean female celebrity to reach 7 million followers on Instagram. It’s really no wonder why Nature Republic chose her to be their official spokesperson.




Also a member of Girls’ Generation, Yoona is another singer-turned-actress who has found herself hailed as a CF Queen. In 2014, CNN listed Yoona as a household name in the Asia-Pacific region, noting her influence over Chinese consumers. More recently in 2016, Forbes listed The K2 star as one of Asia’s 30 under 30 most influential celebrities in entertainment and sports. Since 2009, she has been a longtime spokesperson for Innisfree, and if this lipstick CF isn’t obvious enough, she’s quite the natural.


Who are your favorite CF queens?