Aren't T-ara members famous for their looks too? I know a lot of them are ulzzang.
LOL KARA started with a boyish look back in 2007. They changed to cute cause they got ignored.
It's the same way with T-ara turning from "Lies," "TTL" to CUTE with BPBP.
It's all marketing, DSP succeeded with KARA and Core Contents is doing well with T-ara.