Sulwhasoo brings K-beauty to New York with Met museum deal

By Austyn King | Published: 9-Mar-2023

The collaboration will launch with an event co-hosted by Blackpink singer Rosé and actresses Yuh-Jung Youn and Jia Song

K-beauty brand Sulwhasoo is sponsoring New York City's  Metropolitan Museum of Art as part of a year-long deal.

The Amorepacific-owned brand’s ambassadors,  Blackpink singer Rosé, Academy Award-winning Korean actress Yuh-Jung Youn and Chinese actress Jia Song, will kick off the partnership with an event at the museum – known as the Met – later this month.

The sponsorship will see the brand provide funding for the Met’s variety of programmes, activities and events, helping visitors and patrons immerse themselves in the art world.

These include the Met’s ‘Women and the Critical Eye’ panel, which supports women with an interest in the art world by providing access to curators, collectors and contemporary artists. 

Sulwhasoo will also sponsor the museum’s Apollo Circle Member Group, which aims to provide young patrons with the opportunity to engage with the Met’s curators and leadership team, as well as its annual fundraiser.

“The Met is an iconic destination for art and culture. Sulwhasoo is a pioneer of K-beauty,” said GaYoon Jung, Senior Vice President of Sulwhasoo.

“With our rich history, Sulwhasoo believes in the value of heritage and its contemporary reinterpretation, which shapes who we are today. 

“The partnership between us is a celebration of the power of heritage in a very fast-paced world, something we hope will engage and inspire many people.”

Read more on the latest K-beauty news:

Sulwhasoo is the latest in the Met’s history of brand collaborations bringing the art and beauty industries together.

LA-based jewellery and nail polish brand J. Hannah previously teamed up with the museum to create a range of polishes featuring shades inspired by artists’ palettes and exhibitions at the Met. 

Meanwhile, luxury fragrance brand Le Labo last year launched a limited edition candle inspired by ‘Underneath the Cork Oaks’ by Henri-Edmond Cross, an unfinished 1908 painting on display in the museum.

Estée Lauder, Pat McGrath Labs and Harlem Candle Co. are among other beauty names that have partnered with the Met to bring consumers art-inspired products and collections.

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