Maybelline New York is embracing empowerment in numbers by teaming up with K-pop girl band ITZY, marking the first-ever music group to join its roster of spokesmodels.
After forming in 2019, the South Korean quintet – consisting of Yeji, Lia, Ryujin, Chaeryeong and Yuna – scored their breakthrough hit with 'Dalla Dalla' the same year, which broke YouTube's record for the most-viewed K-pop debut music video in 24 hours, racking up more than 17.1 million views on its first day of release.
In just two years, the group have catapulted to fame with their four albums and hit YouTube reality series, and are set to continue their ascent to global phenomenon with the release of their fifth album Guess Who, set to drop at the end of this month.
With their slogan 'All in us', Maybelline was drawn to ITZY for its debut band collaboration due to the messages of empowerment and self-confidence in their music, encouraging fans to be unapologetically themselves, which aligns with the L’Oréal-owned beauty giant's own core values of confidence, empowerment and inclusivity, according to the brand.
Voices of empowerment
Trisha Ayyagari, Global Brand President of Maybelline New York, said: "I have been watching ITZY's inspiring rise and was drawn to how dynamic they are both as a group and individuals.
"ITZY champions self-love, individuality and self-expression to their fans and global community.
“Their energy is powerful and I am so excited to bring these voices to Maybelline!"
The five-piece will make their Maybelline debut as the faces of the brand's Hypersharp Liner, Ultimatte Lipstick and SuperStay Foundations in Asia later this spring.
ITZY added: "We have always admired the Maybelline brand and are so excited to be able to contribute our creativity, positivity and energy to their global community.
"It's a huge opportunity to bring new sides of ourselves to our fans and to remind the world that being confident and bold is in all of us."
The 'Not Shy' hitmakers will join Maybelline's recently announced ambassador, 17-year-old actress Storm Reid, in lending their voices to issues such as equality, mental health and inclusivity as part of the brand's ongoing socially conscious efforts including its Brave Together initiative, which supports consumers with anxiety and depression.
