Dispatch Exposes Korea’s Celebrity Styling Industry—and the Prices Are Shocking

According to a recent investigation by Dispatch, some of Korea’s top hair stylists, makeup artists, and fashion stylists—collectively known in the industry as “HMU” (Hair, Makeup, Styling) or “헤메스”—are now charging as much as ₩30 million (around US$22,000) per day.

The report has sparked a nationwide debate over whether these fees have become excessive—and who ultimately pays the price.

A Single Commercial Can Cost Nearly ₩50 Million in Styling Alone

One example cited in the report involved actor Kim Woo-bin, who recently filmed a commercial for the language-learning app Speak.

For that one-day shoot:

• The stylist reportedly charged ₩25 million (about US$18,000).
• The hairstylist received ₩15 million (around US$11,000).
• The makeup artist was paid approximately ₩8 million (US$6,000).

Together, the hair, makeup, and styling team reportedly cost the advertiser around ₩48 million (US$35,000)—close to 20% of the total production budget for an average TV commercial.

Jang Wonyoung’s Commercial Cost Nearly ₩27 Million in Styling Alone

(Uhhh don’t see that much styling effort in there..)

One of the most eye-catching examples in Dispatch’s investigation involved IVE’s Jang Wonyoung.

According to the report, Wonyoung’s commercial for Dyson included two video advertisements and a print campaign shot on the same day. Her stylist reportedly prepared three different outfits and charged ₩27 million (approximately US$20,000) for the day’s work.

The final bill wasn’t simply based on styling three looks. Dispatch reported that additional fees were added for producing multiple video versions, shooting print advertisements alongside the commercial, and global usage of the campaign.

The case has become one of the most talked-about examples of how celebrity styling fees in South Korea can escalate far beyond a standard day rate.

Critics argue that while top stylists deserve to be compensated for their expertise, charging additional fees based on how many versions of an advertisement are produced—or where it is shown—raises questions about whether the current pricing system is still reasonable.

Why Are the Fees So High?

Unlike many creative industries, Korea’s celebrity styling market has no standardized pricing.

Instead, fees are often determined by reputation and demand.

Many stylists charge a base daily rate, then add additional fees depending on how the content will be used.

These can include:

• Multiple commercial versions
• Print campaigns alongside video shoots
• International usage rights
• Additional countries where the advertisement will air
• Overtime fees

As a result, a stylist’s final invoice can easily be two or even three times higher than the initial quote.

The “Global Usage Fee” Controversy

One of the biggest criticisms raised in Dispatch’s investigation involves so-called global usage fees.

Some celebrity stylists argue that because their work contributes to the final visual image of an advertisement, they deserve additional compensation when campaigns are used internationally.

However, legal experts interviewed by Dispatch disagreed.

Several Korean attorneys reportedly said that hair, makeup, and styling services are generally considered professional services rather than copyright-protected creative works. In other words, once the agreed service has been provided, there may be little legal basis for charging additional fees simply because an advertisement is distributed in more countries or edited into multiple versions.

The Ripple Effect on Advertisers

As styling costs continue to rise, advertisers say something has to give.

Commercial production budgets are typically fixed. If nearly 20% of that budget goes toward hair, makeup, and styling, production companies often have to reduce spending elsewhere.

That could mean:

• Smaller sets
• Less sophisticated camera equipment
• Fewer shooting days
• Lower visual production quality

Some advertisers told Dispatch that they have even reconsidered casting certain celebrities because the required styling team pushed the overall budget too high.

A Closed Ecosystem

Another reason prices remain high is that many celebrities insist on working with their long-time stylists.

These teams know exactly how their clients like their clothes fitted, how they prefer their hair styled, and what makeup works best on camera.

While that consistency is valuable, it also creates a market where advertisers have very little negotiating power. Hiring the celebrity often means hiring their preferred styling team as well.

How Hollywood Does It Differently

Dispatch also compared Korea’s system with Hollywood.

According to talent agencies in the U.S., celebrity stylists are generally paid a flat day rate. Whether a commercial is edited into multiple versions, appears in print, or airs internationally, the stylist’s compensation usually doesn’t increase unless additional work is required.

Many campaigns also operate under a buyout model, where advertisers set a maximum budget for hair, makeup, and styling from the beginning. Celebrities can either work within that budget or personally cover the difference if they insist on a more expensive team.

The Bigger Debate

The investigation has sparked a broader conversation about sustainability within Korea’s advertising industry.

Supporters argue that top stylists have spent years building their expertise and deserve premium rates for working with the country’s biggest stars.

Critics, however, believe the current pricing structure lacks transparency and has become disconnected from the actual work being performed—especially when additional fees are charged for factors unrelated to the stylist’s time on set.

Whether the industry will move toward a more standardized system remains to be seen. But one thing is clear: behind every glamorous celebrity campaign is a business model that’s now facing unprecedented scrutiny.