A popular and long-standing Korean makeup trend called “aegyo-sal” (the Korean term for charming/baby eye fat) involves using highlight and contour to create a pocket of skin just under the eye, the same color as the surrounding skin, in hopes of giving off a more youthful look.
Korean beauty brands even have dedicated products for this look. One of Etude House hottest products is The Dear Girls Cute Eyes Maker. It is shaped like a standard eyeliner or eyebrow pencil but has two sides that twist off, revealing foamy cushion ends. If you peer into the caps, there are two tones : light brown and a shimmery champagne pink.
Holika Holika offers the Jewel Light Under Eye Maker. One end is a soft eyeliner used to define the under area of the eye, and the other end is a shimmering cream eyeshadow that gives a highlighting effect.
In Korea, it now goes a step further with the use of glitters, pearls and rhinestones to highlight the under-eye area. That bold new style is worn by celebrities and idols of all genders, proving that over-the-top beauty looks are for everyone.