Global Beauty Brands Embrace Fresh Change with New Ambassadors

Global beauty brands are ushering in a wave of fresh energy by appointing new ambassadors. These collaborations between brands and celebrities—each perfectly representing the brand’s philosophy and products—are shaking up the beauty industry. In this feature, we spotlight ROSÉ for YSL Beauty, Han So-hee and ENHYPEN’s Sunghoon for L’Oréal Paris. Let’s take a closer look at their unique charm and the latest brand campaigns they’re fronting.

A Bold Symbol of Beauty
YSL Beauty X ROSÉ

YSL Beauty has officially announced ROSÉ, a member of the world-renowned girl group BLACKPINK, as its new global brand ambassador. ROSÉ’s bold, authentic attitude and exceptional artistic sensibility mirror the very image of femininity that YSL Beauty seeks to embody.

Commenting on her new role, ROSÉ stated, “To me, beauty is a way of expressing my individuality—being myself without hesitation. That, I believe, is what YSL Beauty stands for. I’m thrilled to be joining the YSL Beauty family on this journey.” She is set to debut in the upcoming “YSL Beauty Love Collection” campaign, marking the beginning of a full-fledged partnership.

The campaign, inspired by unwavering love and passion, features a limited edition “YSL Love Collection.” In it, ROSÉ showcases a sophisticated all-black look paired with a sunset pink-inspired makeup palette. She exudes a distinct aura in a romantic setting, maintaining YSL Beauty’s signature edgy luxury. Notably, ROSÉ uses the “Mesh Pink Cushion” to create a luminous, close-fitting glow, commanding attention with her fierce gaze—an embodiment of YSL’s identity.

The “YSL Love Collection” draws inspiration from a moment when the blue sky turns pink at sunset. It features five limited-edition items: the “Mesh Pink Cushion” for radiant skin, “Couture Mini Clutch 125 Blooming Rust” for sunset-hued eyes, “Candy Glow Lip Balm 7B Nude Pleasure” in a soft coral, “Water Shine Lipstick 44 Nude Lavallière” in baby pink, and “Rouge Pur Couture The Slim 1966” in classic red symbolizing eternal love.

Especially noteworthy is the “Couture Mini Clutch 125 Blooming Rust,” a newly launched shade created exclusively for this collection. The brand’s bestselling products have also received special design touches, boosting their collectible appeal.

Product Prices (YSL Beauty):
Touche Éclat Glow-Pact Cushion Love Collection – 115,000 KRW
Couture Mini Clutch 125 Blooming Rust – 99,000 KRW
Rouge Pur Couture The Slim 1966 – 68,000 KRW

Silky Shine Like No Other
L’Oréal Paris X Han So-hee & Sunghoon (ENHYPEN)

L’Oréal Paris recently unveiled a visual campaign featuring actress Han So-hee and ENHYPEN member Sunghoon to promote its new haircare products: the Extraordinary Oil Silk Mask Pack and Extraordinary Oil Airy Silk.

In the video campaign for the Extraordinary Oil Silk Mask Pack, both Han So-hee and Sunghoon captivate with their glossy, silky hair under the theme “a new level of softness enriched by oil nutrition.” Dominated by golden hues, the video creates a mysterious, elegant ambiance and closes with the brand slogan, “Because you and I are worth it,” leaving a strong impression.

The Extraordinary Oil Silk Mask Pack is a hair mask that delivers the same nutrient-rich care as L’Oréal Paris’s bestselling Extraordinary Oil. This intensive treatment features a high-nutrition oil complex that provides immediate repair for damaged hair. Its custard cream texture gently adheres to the hair, improving 99% of damage and boosting softness by 95%. The mask promises 72-hour softness, enhances shine by 77%, and offers long-lasting smoothness even after rinsing—perfect for severely damaged hair.

Also released in a refreshed package, Extraordinary Oil Airy Silk combines high-nutrition multi-oils and flower infusions to deliver deep nourishment and moisture. Thanks to L’Oréal Paris’s unique lightweight formula, the product applies without stickiness or residue, ensuring a clean finish. When used alongside the Silk Mask Pack, it creates silky-smooth hair with a layered citrus-floral scent for a synergistic effect.

A New Era of Beauty Icons
The partnerships of ROSÉ with YSL Beauty and Han So-hee & Sunghoon with L’Oréal Paris represent more than just brand endorsements. They embody a harmonious blend of personal identity and brand philosophy, redefining the role of beauty icons. As these collaborations unfold, they’re expected to shape future beauty trends and inspire refreshing updates to your own beauty routine.