Accusations of racism have been directed at a South Korean cosmetics brand after reports surfaced online on Thursday about an advertisement for one of its blushes featuring the phrase "cheeks like a Mongolian baby," reports MiddleAsianNews.
The brand, which specializes in decorative cosmetics including blushes and lipsticks, released moisturizing blushes in December of last year. In posts shared on various platforms, one of the nine shades, "Mocha pop," was described as having the rosy cheeks of a "charming Mongolian baby."
The scandal surrounding the "Mongolian baby blush" erupted on the 19th of last month when a well-known Mongolian influencer on Instagram, Khaliun, posted a video in Reels titled "Did a Korean brand just stereotype Mongolian children?"
In the video, which garnered 270,000 views, Khaliun stated: "As a Mongolian, I can say that rosy cheeks are often associated with people leading a nomadic lifestyle due to harsh climatic conditions. Honestly, I am very disappointed that we are still facing such stereotypes in 2026."
This sparked a wave of criticism, accompanied by comments such as: "This is racism" (user Daum Cafe 'ne***'), "If I were Mongolian, this would sound somewhat derogatory" (anonymous user from 'Theqoo'), and "People don't even realize why this stereotype exists" (Instagram user 'ne***').
Many Mongolian internet users agreed with the criticism, leaving comments like: "This designation of blush color is strange and unnecessary," "It's odd to point to just one country," and "As a Mongolian, I have mixed feelings."
The community Theqoo also published critical remarks, such as: "This is no different from describing the hair color of a foreign baby or naming 'contact lenses for mixed races.' Would it really be okay to call it 'cheeks of a Korean baby'?" and "Would anyone be happy to hear 'K-sangs' or 'K-filler'?" One comment suggested: "If 'Korean eye makeup' were used in the West, it would spark a storm of outrage."
As of the 14th, the product page title was changed to "a color that looks like it has been slightly sunburned."
With the growing popularity of Korean cosmetics, criticism regarding insufficient racial sensitivity is also increasing.
Some local users supported the criticism, arguing that the brand should have been more careful with its wording, given the global influence of Korean cosmetics.
"Perhaps the marketer who wrote this just thought Mongolian babies were cute and had no intention to offend anyone. However, considering that Korean cosmetics are popular worldwide, we should be mindful of how such phrases can be perceived as racist," noted one user on Threads.
"Would it be okay if a foreign cosmetic product were marketed using the phrase 'double eyelids of Korean women,' since Koreans are known for their achievements in double eyelid surgery? Looking at it from another angle, regardless of intent, it will inevitably be perceived as racism," added another user.
Amid the growing criticism, the company eventually changed the description to "a beautiful rich pink mocha color, as if slightly warmed by the sun."
A Mongolian girl named Nomin (25) expressed her opinion on "the red cheeks of a Mongolian baby": "Previously, some children with rosy cheeks were laughed at, and this expression was used as a hint at their rural origins." She added: "I hope people will understand the cultural and environmental characteristics of each country and that this expression will not be perceived negatively."
This debate resonates with the term "salsaek" (flesh color), which has long been used in Korean society indiscriminately.
Previously, light beige colors of pencils and paints were commonly referred to as "salsaek" (flesh color), but this practice has been criticized for promoting racism, implying that the skin color of Caucasians or Asians is the "standard."
After numerous critical remarks about how this term alienates people with various skin tones, it was changed in 2002 to "apricot color" (salgwa color) or "light orange color" (light orange), in accordance with recommendations from the National Human Rights Commission of Korea.
