Maybelline New York has named Chinese boy band Teens in Times (TNT) as its Brand Ambassadors and Global Partners.
The collaboration is said to mark a fusion of the L'Oréal-owned make-up brand’s New York's “urban energy” with the “dynamic, youthful spirit” of China's contemporary pop culture, according to a statement by the company.
TNT, which was formed by Chinese multimedia company Time Fengjun Entertainment in November 2019, will front upcoming campaigns for Maybelline New York in China.
The boy group, best known for songs such as ‘You Are Beautiful’ and ‘Building Outside The Building’, will also participate in brand initiatives showcasing Maybelline New York’s cosmetics line.
“TNT has risen to become a definitive voice for Gen Z since their debut,” read a Maybelline New York statement.
“Known for their exceptional talent, relentless work ethic and authentic connection with their audience, TNT embodies the core values of Maybelline New York: self-expression, confidence and the courage to ‘make it happen’.”
The partnership forms part of Maybelline New York’s digital-first and youth-centric global strategies.
The brand aims to inspire a new generation of beauty enthusiasts to “embrace their individuality through high-performance, trend-setting products”.
The brand’s statement continued: “By merging TNT's immense cultural influence with Maybelline's industry-leading expertise, the two powerhouses are set to redefine the beauty landscape for the next generation.
“This alliance is not merely a localised campaign, but a strategic move to bridge diverse cultures through the shared language of self-expression.”
TNT’s ambassador appointment follows Maybelline New York tapping Chinese singer Ningning as brand ambassador for North and Southeast Asia in 2025.
The singer represented the brand in key regional markets and made her inaugural appearance fronting Maybelline’s Lash Sensational Sky High mascara.
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