Laneige has named BTS’s Jin as its first male brand ambassador.
The singer for the Korean boyband, née Kim Seok-jin, will front a campaign promoting the brand’s Cream Skin collection.
"I'm happy to be working with Laneige for my first beauty model activity,” said Jin.
“I hope to show a great image with Laneige, which is loved globally, so please look forward to it."
Jin joins global ambassadors including travel influencer Won Ji and American actress Sydney Sweeney who have represented the K-beauty brand.
“Laneige with Jin, it‘s finally happening,” Laneige Korea wrote on its Instagram account. “Brace your heart, the excitement is real.”
Laneige is not the only beauty brand which has tapped stars from the boy band, with over 35 million Instagram followers, to be brand ambassadors.
Dior appointed BTS member Jimin as its new global brand ambassador in January 2023.
The South Korean singer has lent his image to creations by Kim Jones, Artistic Director of Dior’s men’s collections.
The appointment was made to support Dior's expansion plans into the South Korean market at the time.
Amorepacific also launched a collaboration with BTS with a limited edition Lip Sleeping Mask Lip & Pop.
The Korean beauty conglomerate, which produces Sulwhasoo and Laneige, said the limited edition product was inspired by BTS’ songs 'Butter', 'Permission to Dance' and 'Dynamite'.
The new range was Amorepacific’s second product collaboration with BTS, after originally launching a lip mask in November 2021 which featured a gummy bear-inspired scent.
BTS previously partnered with beauty brand Mediheal to launch a skin care collaboration, as well as ColourPop, which launched a make-up palette.
BTS’ seven core members announced a temporary break-up to complete Korea's mandatory military service in 2022.
(Photo Credit: Wiki Commons, SHAQ Photo)
Read more:
- Laneige hires travel YouTuber Won Ji as brand ambassador
- The Cosmetics Business review: Laneige's new virtual store
- BTS launches lip mask days after military service announcement
- Dior appoints BTS star Jimin as new brand ambassador
