K-Beauty Enters Paris Fashion Week: Backstage at Maison Margiela, Models Are Using These Two "Blue Skincare" Bottles Before Makeup!
The new face behind the scenes at Maison Margiela!
Summary
• COSRX becomes the first K-Beauty sponsor for the Maison Margiela Spring/Summer 2027 show, officially arriving backstage at Paris Fashion Week. • The new Blue Peptide series was used to create a "Blue" pre-show skincare routine, providing models with hydrated, glowing skin to set the foundation for minimalist, natural base makeup. • Moving from social media viral hits and drugstore must-buy lists to high-fashion runways, the brand demonstrates the shift of Korean skincare's influence into the international fashion world. • This symbolizes K-Beauty breaking beyond the traditional framework of personal shoppers and high value-for-money, officially connecting with professional backstage beauty and opening a new chapter for Asian skincare brands.
From Olive Young must-buys and TikTok viral hits to landing backstage at Paris Fashion Week, K-Beauty has taken another step forward. As the Maison Margiela Spring/Summer 2027 show debuted, attention wasn’t just on the new collection on the runway, but also on a familiar name behind the scenes: South Korean skincare brand COSRX. This time, the brand became the first K-Beauty sponsor for a Maison Margiela Paris Fashion Week show, using a “Blue” skincare routine to prep the models’ skin for makeup.
The familiar name COSRX appears backstage at Maison Margiela
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According to COSRX, the brand did more than just supply products this time—it stepped in as an official sponsoring partner for the Maison Margiela Spring/Summer 2027 show, handling the models’ backstage skin prep. The stars of the lineup were the newly launched Blue Peptide Duo and Blue Peptide Mist, creating a complete “Blue”-themed pre-show skincare routine.
Rather than which eyeshadow palette finished the runway look, backstage beauty has increasingly focused on how the skin looks before makeup is even applied. As minimalist base makeup and natural textures continue to trend, a hydrated, glowing complexion that doesn’t feel heavy is already part of the makeup look itself.
From snail essence to Paris Fashion Week, K-Beauty is really changing
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COSRX is no stranger to fans of South Korean skincare. The brand built global fame through products like its Advanced Snail 96 Mucin Power Essence, riding the K-Beauty wave driven by TikTok and social media. But the interesting part of this Maison Margiela collaboration is that K-Beauty’s role is starting to shift.
It is no longer confined to the labels of “high value” or “Korean drugstore must-buys.” Instead, it is forming connections with Paris Fashion Week, high fashion, and professional backstage beauty. COSRX noted that it is the first Asian beauty brand to officially sponsor a Maison Margiela Paris Fashion Week show.
The next big thing to sweep the fashion world might just be K-Beauty
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South Korean pop culture has long influenced luxury fashion through music and drama, and beauty might be heading down the exact same path. When Korean skincare is no longer known just for viral products, but can appear directly backstage before Maison Margiela models hit the runway, the distance between a bottle of serum and a Paris show seems a lot shorter than imagined.
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