K-Beauty Brands Partner with Netflix to Launch Special Edition Squid Game Season 2

Vegan Brand BRINGGREEN and Color Cosmetics Brand WAKEMAKE Collaborate with Squid Game to Launch Special Edition in January Across 9 Countries Globally

CJ Olive Young (hereafter referred to as Olive Young) is bringing together K-beauty and the global phenomenon Squid Game for a special collaboration. The company announced on the 10th that its in-house brands, BRINGGREEN (a vegan skincare brand) and WAKEMAKE (a cosmetics brand), have teamed up with Netflix for the launch of a Squid GameSeason 2 special edition collection. The highly anticipated collaboration will kick off in late December, with products available through Olive Young’s official online mall, major stores nationwide in South Korea, and the Olive Young Global Mall, reaching nine countries worldwide.

Squid Game, the record-breaking Netflix series, was the first Korean content to hit #1 on Netflix’s “Today’s Top 10” in the U.S., and has propelled the global popularity of K-content. With this collaboration, BRINGGREEN and WAKEMAKE aim to introduce the power of K-beauty to audiences around the world in a fun and accessible way, blending the world of skincare and makeup with the dramatic storytelling of Squid Game.

K-Beauty Brands Partner with Netflix to Launch Special Edition Squid Game Season 2

The collaboration between Olive Young’s two popular brands and Squid Game is centered around the show’s distinctive themes and characters, particularly the fan-favorite Young-hee. BRINGGREEN, known for its vegan skincare products, draws inspiration from the Red Light, Green Light game featured in the drama. The collection is designed to target skin troubles, much like Young-hee targets the players in the game. Featured products in the collaboration include:

• Zinc Teca Blemish Serum
• Tea Tree Cica Trouble Soothing Toner Pad
• Tea Tree Cica Pore Clay Pack Strong
• Tea Tree Cica Pore Nose Strip

In addition to the core skincare items, there are several fun, Squid Game-inspired products, including:

• Dalgona Lip Balm – A playful lip care product that contains sugar and offers a fun dalgona game experience. In this game, players must carve shapes out of a honeycomb-like South Korean candy without breaking it.
• Gold Collagen Eye Patch – Inspired by the iconic golden piggy bank filled with prize money from the show.
• Bamboo Hyalu Lip Essence Double Set – Designed to give smooth, plump lips like Young-hee’s.

WAKEMAKE, a leading brand in color cosmetics, has also joined the collaboration with a special edition collection inspired by Young-hee’s character. The collection includes the Soft Blurring Eye Palette, which combines innocent pink tones with the dramatic Bloody Rose color theme from the game, as well as other signature makeup items:

• Dewy Gel Maxi Gloss
• Over Blurring Pot
• Soft Blurring Eye Palette, featuring shades of pink, captures Young-hee’s innocence while incorporating the dramatic Bloody Rose color theme, adding an edge that reflects the intensity of the game.
• Any Proof Eyeliner – Created for sharp, precise eye looks.

Global Launch Across 9 Countries

The special edition collaboration will launch simultaneously in nine countries, including South Korea, the United States, and Japan. In the U.S., products will be available through 50 Miniso stores and Amazon, while Japan will feature them in popular offline retail channels. The products will also be available through major distribution networks in other countries. As part of the celebration, a dedicated booth showcasing the special edition collection will be featured at the Netflix Experience Zone in New York at the end of January.

An official from Olive Young commented, “This collaboration was planned to showcase the global competitiveness of K-beauty by partnering charming K-beauty brands with a representative of K-content. Through collaborations with global content, we aim to bring diverse and unique K-beauty experiences to customers around the world.”

Special Pop-Up Stores and Exclusive Events

To celebrate the launch of the Squid Game collaboration, pop-up stores will open in January at Olive Young Seongsu and Olive Young Hongdae Central. Visitors can enjoy exciting game events featuring the collaborative products and receive exclusive merchandise, special discounts, and purchase benefits.

With this special collaboration, BRINGGREEN and WAKEMAKE are bringing the excitement and drama of Squid Gameinto the world of beauty, offering unique products that fans of the show and K-beauty enthusiasts alike can enjoy.