The South Korean cosmetic brand faced issues when accusations of racism emerged in online communities on the 19th of last month. The trigger for this was the use of the phrase "cheeks like a Mongolian baby" in the advertisement for one of its blushes, as reported by MiddleAsianNews.
This brand, which offers decorative cosmetics including blushes and lipsticks, introduced its new product — moisturizing blush — in December of last year. In one of the publications on various online platforms, one of the nine shades, named "Mocha pop," was described as the rosy cheeks of a "charming Mongolian baby."
The scandal began when Mongolian influencer Khaliun posted a video on Instagram titled "Did a Korean brand just stereotype Mongolian children?"
In this video, which garnered 270,000 views, Khaliun expressed her disappointment, stating: "As a Mongolian, I can say that rosy cheeks are often associated with a nomadic lifestyle, which was caused by harsh climatic conditions. Honestly, I am extremely disappointed that such things are still happening in 2026."
User reactions were intense, with comments such as: "This is racism" (user Daum Cafe 'ne***'), "If I were Mongolian, this would sound quite derogatory" (anonymous user 'Theqoo'), and "People don't even understand why this stereotype exists" (Instagram user 'ne***').
Many Mongolian internet users agreed with the criticism, leaving comments like: "This description of the blush color is strange and unnecessary," "It's odd to mention only one country," and "As a Mongolian, I have mixed feelings."
The community Theqoo also published critical remarks, such as: "This is no different from using the hair color of a foreign baby as a product name or calling it 'contact lenses for mixed races'," "Would it be okay to call it 'cheeks of a Korean baby'?" and "Would anyone be happy to hear 'K-sasangsu' or 'K-filler'?" One comment raised the question: "If 'Korean eye makeup' were used in the West, it would cause an uproar."
By the 14th, the phrase on the product page was subtly changed to "a color that looks like it has been slightly sunburned."
With the rising popularity of Korean cosmetics, criticism is intensifying over instances of insufficient racial sensitivity.
Local users supported the criticism and noted that the brand should be more careful with its wording, considering the growing global influence of Korean cosmetics.
"Perhaps the marketer who wrote this just thought Mongolian babies were cute and didn't want to offend anyone. But given that Korean cosmetics have become popular worldwide, we should be more mindful of how such things can be perceived as racist," wrote one user on Threads.
"Would it be okay if a foreign cosmetic product were advertised using the phrase 'double eyelids of Korean women,' because Koreans are known for their success in double eyelid surgery? If we look at it from another angle, regardless of intentions, it will inevitably be perceived as racism," commented another user.
Amid the growing criticism, the company recently changed the description to "a beautiful rich pink color of mocha, as if slightly warmed by the sun."
Mongolian girl Nomin (25) spoke about the "red cheeks of a Mongolian baby": "In the past, some children with red cheeks were mocked, and this expression was used as a hint that they were from the countryside." She added: "I hope people understand the cultural and environmental characteristics of each country and that this expression will not be interpreted with negative connotations."
This debate also touches on the term "salsaeck" (skin color), which has long been used in Korean society indiscriminately.
Previously, light beige color pencils and paints were called "salsaeck" (skin color), but this practice was criticized for promoting racism, as it implied that the skin color of Caucasians or Asians was the "standard."
After numerous critical remarks that this term alienates people with various skin tones, it was revised in 2002 and replaced with "apricot color" (salgu color) or "light orange color" (light orange) according to the recommendations of the National Human Rights Commission of Korea.
