A Study on the Aesthetic Characteristics of Makeup Design in Fourth-Generation K-POP Girl Group Music Videos

The purpose of this study was to analyze the aesthetic characteristics of makeup design presented in music videos of fourth-generation K-POP girl groups by examining the formative elements of makeup, including form, color, texture, and object. As K-POP has become a global cultural phenomenon, idol makeup has evolved beyond a cosmetic practice into an essential visual medium that communicates artistic concepts, brand identity, and cultural values. Accordingly, this study explored how makeup contributes to the visual identity of K-POP content. The research employed a qualitative case study approach through literature review and visual content analysis. Representative music videos and official promotional images of fourth-generation K-POP girl groups, including BLACKPINK, IVE, aespa, ITZY, TWICE, and NewJeans, were selected as research materials. The collected data were analyzed according to four formative elements: form, color, texture, and object. The study analyzed 36 official music videos released between 2021 and 2025 by six representative fourth-generation K-POP girl groups. Makeup design was analyzed based on four design elements: form, color, texture, and object. The findings revealed five major aesthetic characteristics of idol makeup: Classical and Traditional Beauty, Natural Beauty, Decadent and Rebellious Beauty, Retro and Newtro Beauty, and Futuristic and Cyber Beauty. Classical and Traditional Beauty reinterpreted traditional Korean aesthetics through contemporary makeup techniques and styling. Natural Beauty emphasized healthy skin expression, soft color harmony, and realistic beauty. Decadent and Rebellious Beauty expressed individuality and emotional intensity through dark color palettes and bold eye makeup. Retro and Newtro Beauty reconstructed Y2K-inspired makeup and nostalgic visual elements into contemporary beauty trends. Futuristic and Cyber Beauty employed metallic colors, glitter, graphic eyeliner, and facial accessories to represent digital aesthetics and virtual identities. The results indicate that idol makeup functions not only as a beauty technique but also as a significant visual language that reinforces storytelling, artistic concepts, and brand identity within K-POP culture. Furthermore, the study suggests that fourth-generation K-POP makeup reflects the convergence of traditional aesthetics, digital culture, and global beauty trends. These findings provide useful academic references for makeup design research and practical implications for the development of K-beauty education and cultural content.