THE WHAT? L’Oréal-owned Maybelline New York has announced K-pop band ITZY as its newest global spokesmodels and the first-ever musical group to be signed by the brand.
THE DETAILS Yeji, Lia, Ryujin, Chaeryeong and Yuna will join the likes of Gigi Hadid and Storm Reid on the brand’s talent roster. The ensemble will first appear in campaigns for Maybelline’s Hypersharp Liner, Ultimate Lipstick and Superstay Foundations in Asia this spring.
“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,” said ITZY. “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 WHY? Trisha Ayyagari, Global Brand President, Maybelline New York reveals, “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.”