Jin of BTS Debuts as Laneige’s First Male Global Ambassador in New Cream Skin Campaign: ‘I Am Thrilled to Start My Beauty Journey’

BTS’ Jin is Laneige’s first male global ambassador, the South Korean skin care label announced on Monday.

“I am truly delighted to become a brand ambassador for a brand that is loved by so many people around the world. I am thrilled to start my beauty journey with Laneige, and eager to share what we have in store,” the singer said in a statement.

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As part of his Laneige debut, Jin will star in a campaign for their bestselling Cream Skin 2-in-1 toner and moisturizer. The milky serum is packed with peptides and ceramides, leaving skin hydrated and firm.

Per the brand’s press release, Cream Skin has the highest repurchase rate across the Laneige product range. Notably, the toner made WWD’s list of shopping editor empties last year, calling it “a dream for dry, dull skin.”

In 2022, Sydney Sweeney was revealed as Laneige’s first global ambassador. The “Euphoria” star has since fronted campaigns for its Water Bank and Lip Sleeping Mask collections.

Previously, the skin care brand only used local talent to plug its range of viral products: South Korean starlets Lee Sung-kyung and Kim Yoo-jung have served as spokesmodels in Laneige’s home country and the rest of Asia.

Jin represented South Korea at the 2024 Paris Olympics, carrying the torch alongside fellow celebrities like Salma Hayek and Snoop Dogg.

In August, Jin was appointed as a global ambassador for Gucci. Creative director Sabato De Sarno said the K-pop star’s “warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him.”

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