K-Beauty's Wild New Trend Under Fire

K-Beauty, known for its innovative and effective skincare, is now facing backlash over a product from the brand DPPR. With well-regarded names like Laneige and Dr. Jart+ setting high standards, the recent launch of DPPR's questionable offerings has sparked outrage.

The Controversial PDRNCUBE Line

In July 2025, DPPR introduced its PDRNCUBE lineup, featuring products like the "Middle Shot" serum and cream. Marketed as solutions for "shortening" one’s midface, these products are aiming for an entirely new beauty standard.

The Unusual Marketing Approach

Initially flying under the radar, DPPR gained notoriety after a peculiar ad featuring a plush dog with a digitally altered, shorter midface went viral. This ad plays into a bizarre trend promoting a smaller facial structure, particularly a reduced nose and philtrum.

False Advertising Claims Sparks Outrage

The brand boldly claims that users can achieve midface reduction in just four weeks, a statement that has not only bewildered customers but also drawn fierce criticism for its misleading nature. Comments from netizens include sarcastic remarks such as, "Is anyone actually buying this?" and "If they can shrink my midface, can they shrink my double chin too?"

Public Response: A Mix of Humor and Critique

The response from the public has ranged from hilarious memes to biting criticisms of the brand's integrity. Many have labeled the ad a scam, questioning the credibility of the clinical trials that supposedly back the product's claims. A user succinctly summed it up: "Using a plushie for demonstration is wild. It’s like they’re just trying to cash in on insecurities."

Will DPPR Address the Backlash?

As the trolling continues and more doubts surface about the legitimacy of their claims, DPPR has yet to release any official statement addressing the outrage.