The 28-year-old model, who is married to singer Justin Bieber, co-founded the line of skincare products, which includes blush and lip tints, in 2022, giving it her middle name.
Into the World, a hit from 2007 by one of K-pop's biggest acts, became an anthem of sorts in the anti-Yoon rallies. Women had marched to the same song nearly a decade ago in anti-corruption protests that ended another president's career."The lyrics - about not giving up on this world and dreaming of a new world," Byunghui says, "just overwhelmed me. I felt so close to everyone".
There are no official estimates of how many of the protesters were young women. Approximately one in three were in their 20s or 30s, according to research by local news outlet Chosun Daily.An analysis by BBC Korean found that women in their 20s were the largest demographic at one rally in December, where there were 200,000 of them - almost 18% of those in attendance. In comparison, there were just over 3% of men in their 20s at that rally.The protests galvanised women in a country where discrimination, sexual harassment and even violence against them has long been pervasive, and the gender pay gap - at 31% - is the widest among rich nations.
Like in so many other places, plummeting birth rates in South Korea too have upped the pressure on young women to marry and have children, with politicians often encouraging them to play their part in a patriarchal society."I felt like all the frustration that has built up inside me just burst forth," says 23-year-old Kim Saeyeon . "I believe that's why so many young women turned up. They wanted to express all that dissatisfaction."
For 26-year-old Lee Jinha, it was the desire to see Yoon go: "I tried to go every week. It wasn't easy. It was incredibly cold, super crowded, my legs hurt and I had a lot of work to do… but it was truly out of a sense of responsibility."
That is not surprising, according to Go Min-hee, associate professor of political science at Ewha Women's University, who says Yoon had the reputation of being "anti-feminist" and had "made it clear he was not going to support policies for young women"."It's the fact that it is happening without strategic reassurance. It's happening without a clear strategic intent on the part of China… what we want to see is strategic transparency and strategic reassurance be provided by China, and an understanding of why it is needed to have such an extraordinary military build-up."
He cited Australia as an example of such transparency, noting that Canberra makes public its national defence strategy and defence reviews, and makes it "utterly clear" that when they build up their defences it is for Australia and Asia's security."So there is total strategic clarity and assurance that is being provided by Australia to our neighbours, to the region, to the world. That's what we would like to see," he said.
Answering a question on aconducted near Australia and New Zealand's waters in February, Marles said that while it was "disruptive, and we believe that it could have been done in a better way", ultimately "China was acting in accordance with international law".