The South Korean beauty community is in mourning following the death of Lee Da-sol, a pioneering influencer who helped take the “K-beauty” phenomenon to a global audience.
Lee, who was known to her millions of followers as Daddoa, died on 16 December aged 29. Her agency, Leferi Beauty Entertainment, confirmed the news on Christmas Day.
The agency did not disclose a cause of death. In a statement, they asked the public to “refrain from excessive speculation or unconfirmed reports” out of respect for Lee’s family.
A pioneering figure in K-beauty
Lee was one of the earliest figures to find success as a beauty creator, beginning her career in 2014. She quickly became a household name for fans of Korean makeup, fashion, and lifestyle.
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Choi In-seok, a spokesperson for her agency, described her as a “pioneering figure” who was among the first to prove that the Korean beauty industry could appeal to a worldwide market.
At the height of her influence, Lee had amassed more than 1.2 million subscribers on her main YouTube channel alone. Her popularity extended far beyond South Korea, leading to major contracts in China and recognition from global brands like MAC.
Using makeup as ‘armour’
Lee was open with her audience about the personal struggles that led her to the beauty world. She previously revealed that she had been a victim of bullying during her school years.
In her videos, she explained that these experiences left emotional scars. She discovered makeup not just as a hobby, but as a form of “armour” that helped her build the confidence to face the world.
Followers often praised her for this honesty and her approachable, warm communication style. Many credit her with helping them navigate their own self-image during their teenage years.
A legacy on and offline
Lee had been less active on social media since late 2016. According to local reports, she was preparing to return to university in Seoul to finish the studies she had put on hold during her busy career as a blogger.
Since the news of her death emerged, fans have left thousands of tributes on her social media pages. One follower wrote: “Thank you for taking care of my beauty during my teenage years.” Another added: “May you rest peacefully and no longer suffer.”
Lee Da-sol was born in 1996. Her family and agency have requested privacy as they grieve her loss.
