As the K-Pop gods, goddesses, kings, and queens are getting attention worldwide, here are “The Boys” of the K-Pop industry who are making their way into the fashion and beauty industry locally and globally with their unique fashion styles.

ENHYPEN

ENHYPEN is a boy band founded by Belift Lab. They debuted in November 2020 with Border: Day One. The group recorded over 1 million followers even before its debut on social media platforms such as Twitter, TikTok, YouTube, V LIVE, and Instagram. The extended play was at number two on the Gaon Album Chart.

Their second album, Border: Carnival, was placed at 9th position in Billboard World Albums and 18th in Billboard 200 US Chart. The Drunk-Dazed was in the 3rd place on the Billboard World Digital Song Sales chart.

They entered the J-Pop industry with Border: Hakanai in June 2021. ENHYPEN partners with an animated series Tayo the Little Bus to release a remade version of Hey Tayo. With Dimension: Dilemma, the band sold 1,1 million copies. The Gaon Charts* named the group to be the first million-selling album in 2021. Then, Dimension: Answer was at number 13 on the **Billboard World Albums chart. Their Japanese version of Tamed-Dashed reached the first position on the Billboard Japan Hot 100.

In January 2023, ENHYPEN hosted a dome concert at Kyocera Dome. This made them the first and fastest 4th-gen K-Pop act to have a concert at the location. Their next extended play, Dark Blood, was the band’s fifth time to reach the top 10 list of Billboard Top Album Sales.

In July 2023, the band got together with Pokémon for musical collaboration Pokémon Music Collective along with a single, One and Only.

The group’s estimated net worth on its YouTube channel accounts for $2,25 million with a daily wage of $2,9K, weekly of $20,4K, monthly of $88,5K, and yearly of $1,6 million. It has around 8,77 million subscribers and 1K uploaded videos with 1,64 million as the highest views per day and 448,44K as the lowest views per day.

Additionally, it is estimated that the band earns $794,5K per year and has a net worth of $3,18 million.

Partnerships with Fashion and Beauty Brands

ENHYPEN is not only up for a global collaboration but also supports homegrown brands from their country. They joined forces with Balenciaga for a cover photo shoot with Dazed Korea. The members wore the summer 2021 collection of the label.

Prada

In June 2023, ENHYPEN announced their collaboration with Prada as the newest brand ambassador. It was not a surprise to the fans as they have been constant supporters of the label. This news on the brand’s social media channels created 416% higher impressions than the average on Instagram and a 1800% hike on X. They were in the Fall Winter Menswear 2023 show of Prada at the Milan Fashion Week. The post featuring them on the show reached 829,9K users on Instagram and 13,7 million on X. The band also went to attend the Spring/Summer 2024 womenswear collection.

Dr.Jart+

Dr. Jart+ announced ENHYPEN as its new brand ambassador in October 2023. The brand’s top post on the band received a 23.777% higher like count and a 7.700% higher comment count than the average.

BENCH/

ENHYPEN partnered with BENCH/ as the brand ambassador in July 2023. The news received only 28,1K likes on Instagram and 17K likes on X. The band launched an ENHYPEN-licensed collection of ready-to-wear in September 2023. A #BENCHAthleisure post reached 114K likes on Instagram which is the highest recorded like in this collaboration.

One has to note that the top 5 engaging posts are all from the #BENCHAthleisure on Instagram. The first tweet is the brand announcing the group’s joining and the rest of the posts are from the #DENIMbyBENCH campaign.

AMI

Ami appointed ENHYPEN as its first brand ambassador in June 2021. The band was seen wearing the label’s Fall Winter 21 collection on the announcement video on Youtube which reached 239K views and 52K likes. Their video on wardrobe stories on the brand’s YouTube page reached 346K views and 59K likes.

SEVENTEEN

SEVENTEEN was founded by Pledis Entertainment. They debuted in May 2015 with 17 Carat. Their second extended play, Boys Be, garnered them awards at the Seoul Music Awards, Golden Disk Awards, and Gaon Chart K-Pop Awards. The band was the only one to be placed in the 21 Under 21 2015: Music's Hottest Young Stars list of Billboard.

Their fourth extended play Al1 sold around 300K copies by the end of 2017. Its lead single was the first song in the band’s history to reach 200 million views on YouTube. The band entered J-Pop with We Make You in 2018.

They received global recognition in 2020. In January 2021, the group was invited to The Late Late Show with James Corden. They announced the Team SVT project and introduced a new logo in March 2022. SEVENTEEN released its 11th album Seventeenth Heaven in October 2023.

The estimated revenue of SEVENTEEN is $6,49 million. The net worth of their YouTube channel is $3,7 million with daily wages of $856, weekly of $6K, monthly of $26K, and yearly of $312,5K. The lowest number of views recorded per day is 181,2K and the highest views are 240,7K per day. The total subscribers of the channel are 10,4 million and there are 1,7K uploaded videos.

Brand Collaborations

SEVENTEEN has collaborated with several brands such as Apple and other groups like New Kids On The Block. Here are the fashion brand collaborations signed by the group.

Vernon with Kenzo

In June 2023, Kenzo revealed that Vernon of SEVENTEEN will be its first global ambassador. They announced this on a collaboration post which got 746K likes on Instagram. The tweet about the joining reached 11K on X. He was also spotted at the Kenzo SS24 show and its afterparty. Vernon was featured on the FW23 collection campaign.

DK with Bally

Bally and DK announced the ambassadorship with a collaboration post on Instagram which garnered a like count growth of 87.011% and a comment hike of 41.776%. The brand released a video on this news, reaching 38,1K likes and 804 comments.

It was expected that Jeonghan would be joining Saint Laurent. The member of SEVENTEEN have a similar style and class that the label possesses. Moreover, he attended the brand’s Men’s Summer ‘24 show in Berlin. He stole the show and became a major talk on social media. The post of his presence on the show was released on his official Instagram account and generated 1,5 million likes. His afterparty tweet on the brand’s X page received 36K likes and reached 2,4 million views.

Rosé of Blackpink was chosen to be the brand’s first ambassador in 2020. EXO’s Kai was selected to be YSL Beauty Muse in 2022. NewJeans' Danielle is the newest member of the YSL Beauty Ambassadors list. She was appointed in March 2023.

Cover Image: ENHYPEN at F/W 2023 Prada runway show in Milan, courtesy Teen Vogue.