South Korea is a country that uses the Korean Wave as a means of public diplomacy for its country. Korean wave itself is a term or trend that brought South Korean pop culture to be known globally, especially in Indonesia since 1990 and is used to spread South Korean culture. The promotion of South Korean Culture through the Korean Wave is carried out in a way that is easily accepted by the public and peacefully through, dramas, films, musical instruments and beauty. Korean Beauty or K-Beauty is one form of the Korean Wave that has recently begun to be favored by women throughout Indonesia. K-Beauty's fame was successfully brought by Korean Wave to the world and managed to build a good South Korean image. This study argues that South Korea uses the Korean Wave to improve the image of South Korea through K-Beauty. The purpose of this study is to identify how K-Beauty becomes a nation-branding tool. This study uses a qualitative approach. The results of the study show that some South Korean beauty products have begun to take several ways to attract the interest of certain groups and build nation branding.