What Is It?

Kahi’s Wrinkle Bounce is a multi balm: a little skincare stick designed to hydrate, add glow, smooth the look of fine lines and refresh skin without needing to touch your face.

After using it, skin feels more hydrated, looks more glowy and makeup sits better.

The Rise of Untact Skincare

So how did this K-Beauty trend get started?

During the pandemic, Koreans began turning to contactless services: home delivery, online shopping and remote work. That same idea spilled into beauty, where demand grew for “untact” skincare: products you could use anywhere, anytime, without putting your hands all over your face.

Enter Kahi’s Multi Balm, which launched with seriously attention-grabbing ads and one very memorable drama placement.

The K-Beauty Product That Got Famous on Dramas

Kahi’s Multi Balm hit the market with a splashy product placement campaign, known as PPL in Korea, on one of the nation’s biggest dramas, The King: Eternal Monarch.

Starring Lee Min Ho and Kim Go Eun, the drama became almost as famous for its product placement as it was for its top stars and time-travelling romance. After Kim Go Eun’s character began liberally applying her Multi Balm in seemingly every other scene, searches on Korean portals like Naver started going crazy for the “pink stick” she was using.

Since then, the Multi Balm has featured on multiple other dramas, including Extraordinary Attorney Woo. Kahi even poked fun at itself for its famously obvious product placement in ads across Seoul.

Is It Worth It?

As of now, the product has sold millions of units, spawned countless dupes and helped create a whole new category of K-Beauty: the multi balm.

It makes sense. For dry skin, dry weather, long days, travel or makeup touch-ups, a balm stick is easy to pop in your bag and use whenever your skin needs a quick refresh.

Have you tried the K-Beauty product that got famous on dramas? Let us know in the comments below.

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