The Korean Beauty industry is revered for its effective and innovative products. Many Korean brands, such as Laneige, Innisfree, and Beauty of Joseon, are celebrated worldwide as staples in skincare routines. However, not everything is perfect; many times, K-Beauty brands come under fire for perpetuating existing stereotypes or promoting unattainable beauty standards. Recently, a brand called DPPR came under fire for making absurd claims that angered netizens. Read on to know more.
This K-Beauty Brand Claims That It Can Shrink The Size Of Your Face
In July 2025, DPPR launched their PDRNCUBE collection. The beauty collection included two products, namely, the Middle Shot 2000 Serum and PDRN Salmon Egg Cream. What caught people’s attention was that the brand claimed that using these products would shorten the distance between a person’s eyes and lips. The company also said that regular use of the product would result in a visibly smaller philtrum and more compact facial proportions.
Controversy surrounding DPPR heightened when a recent advertisement of the brand, which showed a long-faced dog plushie digitally altered to appear with a shorter midface, surfaced. Along with the imagery, the advertisement promised results within four weeks of usage.
Many skincare experts and netizens came out to dismiss the K-beauty brands’ claims and called them misleading and deceptive. Soon, posts making fun of the brand started going viral on Korean discussion forums, with many people jokingly asking whether the cream could also shrink the size of their hands when applied to it. Even the dog plushie used in the advertisement became a meme.
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People pointed out that while PDRN-based serums help in promoting elasticity and hydration of the skin, making claims that it can also shrink the size of the face is purely false advertising. As the backlash grows, many are questioning whether such adverts should be legally permissible. DPPR has yet to issue a formal response to the mounting criticism.
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Source: Koreaboo