Korean beauty star Irene Kim signs with Estee Lauder

Korean beauty star Irene Kim signs with Estee Lauder

Youtube sensation

Site: Anna McClelland

The make-up empire taps into the explosive Korean beauty market

If you know your Korean beauty, chances are you know Irene Kim. The petite and incredibly popular social media star has over 550,000 Instagram followers to her name (find her at @ireneisgood), plus a devoted Youtube following and thousands of avid fans who tune into the South Korean TV shows she hosts.

Raised in Seattle but now based in South Korea, Kim has set out to shake up the beauty and fashion industries with her unique East-meets-West take and effervescent style. Having studied at New York's Fashion Institute of Technology, the influential model-turned-TV-sensation is adept at creating cutting edge beauty content for the digital space and famously appears in the music videos of her K-Pop artist friends.

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The latest feather in the pink-tipped beauty's cap is her just-announced role as Global Beauty Contributor for Estée Lauder. The brand hopes to harness Kim's Korean beauty know-how by commissioning her to create how-to content that will mash up her Eastern expertise with their top-notch product. Sounds like the perfect partnership to us. 

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