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The “BTS effect” is real – and it goes far beyond music. Whenever one of the seven members shares a favorite snack, drink, fashion piece or beauty product, fans around the world take notice. In the beauty space, that influence has helped introduce millions of people to the world of K-beauty. Now, as BTS continues their ARIRANG World Tour, fans are celebrating the group’s return while revisiting the products and trends endorsed by the members.

The latest product receiving the BTS fan treatment is mixsoon’s Bean Sunscreen, an SPF 50 Korean sunscreen that SUGA was spotted applying in a lifestyle vlog. After the moment gained attention online, mixsoon’s sunscreen quickly became a talking point among fans and beauty creators alike.

Already a popular pick among shoppers, the lightweight formula has sold more than 9,000 units on Amazon in the last 30 days. The sunscreen offers broad-spectrum protection against UVA and UVB rays while delivering a hydrating, dewy finish without the heavy feel or white cast often associated with sunscreen. Its formula includes fermented soybean, pomegranate, barley and Korean pear extracts designed to nourish skin while providing everyday protection.

Thanks to one viral clip, mixsoon’s Bean Sunscreen is becoming one of K-beauty’s most talked-about SPFs. After SUGA was seen applying the sunscreen, fans quickly took notice. The SPF 50 formula protects against UVA and UVB rays while ingredients like fermented soybean, pomegranate, barley and Korean pear extracts help keep skin hydrated and glowing.

@mixsoon_official

Celebrity-spotted on a run 👀🏃‍♀️ The sunscreen that keeps up with workouts, errands, and everything in between. mixsoon Bean Sun Serum melts in like skincare with a lightweight, lotion-like texture – no white cast, no heavy finish, just fresh, hydrated skin. ✓ No white cast ✓ Skincare-like hydration ✓ Made for everyday SPF #mixsoon #beansunserum #suncare #sunscreen #kbeauty

♬ 오리지널 사운드 – mixsoon global – mixsoon global

That viral moment is just the latest example of BTS’ impact on beauty trends. From Jin’s connection to Laneige’s Lip Sleeping Mask to the skincare and self-care products fans have spotted throughout the members’ careers, BTS has played a major role in making K-beauty a global phenomenon.

With BTS currently on their ARIRANG World Tour following their highly anticipated reunion, the Billboard Shopping team rounded up the beauty products connected to the members — from viral sunscreens to skincare staples — that have sparked buzz among ARMY, BTS’ dedicated global fandom.

BTS’ Members Favorite Beauty Products

BTS’ Jin (Kim Seok-jin) brought even more attention to Laneige when he became the brand’s first-ever male ambassador in 2024. Now, fans can shop a new take on one of the brand’s most recognizable products: the Lip Sleeping Mask. Available exclusively on Amazon, the customization experience lets shoppers blend two scents into their own overnight treatment powered by Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter.

Laneige’s Cream Skin Toner and Moisturizer was one of the products featured in Jin’s 2024 campaign with the brand. Starting at $16, the multitasking formula uses ceramides and peptides to help strengthen the skin barrier, while white leaf tea water provides soothing hydration. The lightweight, milky texture leaves skin looking soft, smooth and radiant.

Following BTS’ return from military service, TIRTIR was among the brands that partnered with the members, launching a viral global campaign featuring V, also known as Kim Tae-hyung. The campaign earned more than 80 million views within hours, putting the spotlight on the brand’s Mask Fit Red Cushion. The K-beauty favorite offers buildable coverage, a lightweight texture and a natural-looking finish.

BTS’ Suga and J-Hope (Jung Ho-seok) revealed their skincare routines during a 2017 VLive, showing just how different their approaches can be. While the members didn’t share the same number of steps, they found common ground with Mediheal sheet masks. The popular K-beauty brand offers targeted formulas made with ingredients like hyaluronic acid, vitamin C and botanical extracts to help support hydrated, healthy-looking skin.

When BTS’ Jimin, also known as Park Ji-min, opened up about his favorite essentials for Vogue’s “In the Bag” series, one product stood out: Bobbi Brown’s Extra Lip Tint. The longtime beauty favorite combines the comfort of a lip balm with a hint of color, making it an easy everyday step for hydrated, naturally tinted lips.

BTS brought their skincare essentials along for the ride during Bon Voyage Season 4, where Jimin and J-Hope were spotted using L’Occitane’s Immortelle Overnight Reset Serum. Featuring immortelle, a resilient botanical known for its antioxidant benefits, the serum helps support skin against daily stress while boosting the look of radiance and hydration.

J-Hope’s beauty essentials go beyond skincare and grooming. In a backstage “What’s In My Bag” clip from his Hope on the Stage Tour, he revealed Terre d’Hermès Original Parfum as his cologne pick. The Hermès scent blends woody cedar, citrus grapefruit and herbal notes, all housed in a bottle inspired by the brand’s travel heritage.

With “Swim” topping the Billboard Hot 100 and ARIRANG landing at No. 1 on the Billboard 200, BTS’ return has been nothing short of historic. As the group continues its ARIRANG World Tour, the BTS effect remains stronger than ever — from sold-out shows to the beauty products fans can’t stop shopping.

Welcome to Billboard Pro’s Trending Up newsletter, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip. 
 
This week: Spider-Man: Brand New Day songs new and old experience huge gains, while ADÉLA takes another step towards stardom, U.S. listeners mourn a couple sadly passed European artists and more.

‘Brand New’ Streaming Gains for Tame Impala, Steve Lacy Songs in New ‘Spider-Man’ Movie

It was a blockbuster opening beyond all other blockbuster opening for Spider-Man: Brand New Day over the weekend. The fourth film about the superhero as part of the extended Marvel Cinematic Universe, led by the now-married real-life couple Tom Holland and Zendaya, debuted to over $360 million in domestic box office returns in its first weekend, topping 2019’s Avengers: Endgame for the biggest opening weekend in U.S. history. 

Unsurprisingly for such a widely watched movie — with a fairly diverse soundtrack of classic hits and underground staples, with a couple modern favorites mixed in — the streaming gains for its most prominently featured songs have been similarly robust. Each of the older songs featured in the film (from iconic artists as far-flung as Chaka Khan and Brian Eno) have seen increased streams, with the biggest catalog beneficiary undoubtedly being TV on the Radio’s “Wolf Like Me,” featured in the film’s opening montage. The ‘00s indie standard-bearer racked up over 550,000 official on-demand U.S. streams during the film’s first four days of release (July 31-Aug. 3), according to Luminate — a 353% gain over its total from the prior Friday-to-Monday period. 

But the biggest winners overall from the soundtrack are likely its two most contemporary hitmakers: Steve Lacy and Tame Impala. Lacy’s “Oh Yeah?,” which debuted on his parent album of the same name two weeks earlier featured over the film’s end credits, rose 181% to nearly 2.5 million streams over the same four-day period. Meanwhile, Tame’s “Loser,” from the artist born Kevin Parker’s polarizing 2025 album Deadbeat, skyrocketed a jaw-dropping 838% to over 2.6 million streams in the movie’s first four days. 

As Brand New Home keeps on raking in the millions, expect the soundtrack cuts to continue to make their presence felt — and possibly make a visit to the Hot 100, the first for “Loser” since it debuted at No. 91 in November, and the first of any kind for “Oh Yeah?” – ANDREW UNTERBERGER 

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ADÉLA Levels Up With Fast-Rising New Single “Ain’t in L.A.” 

Dream Academy alum and rising pop star ADÉLA has been steadily building buzz over the past year with a string of pithy, punchy singles and acclaimed live shows. Now, she’s eyeing her first proper streaming hit with her newly released “Ain’t in L.A.,” single which dropped on July 23. 

According to Luminate, “Ain’t in L.A.” earned over 1.74 million official on-demand U.S. streams during the four-day period of July 24-27. A week later (July 31-Aug. 3), that number leapt 34.7% to over 2.35 million official on-demand U.S. streams. Over on TikTok, the song’s official sound plays in over 280,000 posts, while its official music video has collected over three million views in just under two weeks. “Ain’t in L.A.” also features in over 12,000 Instagram Reels. 

The song’s hefty debut was buoyed by both ADÉLA’s overall momentum and her steady, months-long teasing of the soaring synth-pop track. During her opening stint on Demi Lovato’s arena-headlining It’s Not That Deep Tour, ADÉLA performed several new tracks, including “Ain’t in L.A.” — and over the weekend (Aug. 2) the song was a standout moment in her Lollapalooza debut. 

With the song’s barre choreography frequently going viral and the overlooked-but-mighty cohort of “small town baddies” continuing to rally around the song’s rejection of Los Angeles exceptionalism (ambition lives everywhere!), expect “Ain’t in L.A.” to continue scaling the charts. — KYLE DENIS 

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Streaming Audiences Mourn Glen Hansard and Kavinsky

Two very different cult-favorite European artists died very unexpectedly last week, with news of both deaths emerging early on Wednesday (July 29). Glen Hansard, the Irish singer-songwriter who first came to national prominence as leader of The Frames at the turn of the century before earning global notice with his starring role in 2006’s musical drama Once, died in a motorcycle crash at age 56. And Kavinsky, the French house DJ/producer known to international audiences for his work on the soundtrack to the 2011 thriller Drive and his performance at the 2024 Summer Olympics in Paris, was found dead at his home at 50, with his exact cause of death still pending. 

Both artists experienced a posthumous boom in streams immediately following their passing. Hansard’s solo catalog racked up over 4.1 million official on-demand streams in the five days after his death (July 29-Aug. 2), a 2,221% gain over the 177,000 streams he amassed in the same five-day period a week before. (“Falling Slowly,” Hansard’s signature Oscar-winning hit alongside co-star and partner Marketá Irglová, was the biggest beneficiary, gaining 1,025% to 713,000 streams.) And The Frames also saw a major boost, totaling 570,000 streams over the five-day period after just 14,000 a week before, a gain of 3,903%. 

And Kavinsky also saw an enormous rise in streams over the same period, with his catalogue rising 348% to nearly 3 million streams for the five-day span. The biggest chunk of that of course belonged to “Nightcall” — the nocturnal Drive anthem that the DJ/producer played at the Olympics, and which Billboard named the No. 6 Greatest Dance Song of the 2010s in 2019 — which was up 256% to 1.4 million streams. – AU

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Dolly Babe Turns Viral TikTok Sound Into Streaming Hit With “Pink Blush” 

After flipping Beyoncé’s classic “Diva” into a viral TikTok sound last summer, Dallas rapper Dolly Babe has landed herself a legitimate streaming hit with “Pink Blush.” Trading on her bubbly, tongue-in-cheek delivery, onomatopoeia-laden bars and Danielwsp’s crisp production, “Pink Blush” has quickly grown into TikTok’s favorite audio of late. 

The most recent trend tied to the song finds a group of friends or colleagues — normally all men — seductively lip-syncing Dolly Babe’s cunnilingus-exalting post-chorus as a camera pans around the circle. Whether you’re a multi-generational content creator family, an HVAC crew or a group of mechanics, “Pink Blush” is for everybody! 

During the week of July 17-23, “Pink Blush” earned 57,000 official on-demand U.S. streams. By the following week (July 24-30), that figure exploded by a massive 1,166% to over 731,000 official on-demand U.S. streams. More recently, during the four-day period of July 31-Aug. 3, “Pink” collected just under 790,000 official streams, up 188% from the 273,000 streams it logged the week prior (July 24-27). On TikTok, “Pink Blush” plays in over 839,000 posts, while a From the Block live performance video of the song has earned over 187,000 views in just eight days. “Pink Blush” also features in over 10,000 Instagram Reels. 

With celebrities from Chlöe Bailey to Shenseea showing love to the song, it looks like “Pink Blush” is just getting started. — KD