US make-up brand Morphe has tapped South Korean Instagram sensation Pony (real name Hye-Min Park) to front a new line of beauty launches.
The 29-year-old is one of South Korea’s most famous YouTubers with 5.5 million subscribers, earning her a place on Forbes’ 30 Under 30 Asia in 2017.
As well as launching her own beauty line, Pony Effect, which offers colour cosmetics for face, lips and eyes, she has appeared in campaigns for MAC Cosmetics.
Included in the new line from Morphe is the new 35I Icy Fantasy Artistry Palette (£24), featuring 35 pastel hues from purple and blues to greens and peaches, as well as the new Pop of Pastel Matte Lipstick Trio in a pastel lilac, peach and rose.
Pony Pink is one of many beauty moguls that Morphe has teamed up with.
Jeffree Star and Jaclyn Hill have previously appeared for the brand with a line of cosmetics.
In recent years, the American brand has gained traction in the UK market since opening a beauty in the capital.
Last year, YouTuber James Charles, who has also partnered with the brand on a line of cosmetics, was invited to open the Morphe’s second store in Birmingham and brought the city to a standstill as 8,000 fans descended on its Bullring shopping centre.
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