The group are both the first K-pop stars and musical act to represent the cosmetics brand
K-pop group ITZY have made history as the first global spokesmodels of Maybelline. As well as being the first K-pop stars to represent the cosmetics brand, the artists are also the first musical act to do so.
ITZY’s Yeji, Lia, Ryujin, Chaeryeong, and Yuna will join the likes of Gigi Hadid and Storm Reid as the faces of the brand. The group will launch their partnership in Asia this spring with campaigns for Maybelline’s Hyper Easy Liquid Eyeliner, Ultimate Lipstick, and SuperStay Foundations.
“I have been watching ITZY’s inspiring rise and was drawn to how dynamic they are both as a group and individuals,” Maybelline New York’s global brand president, Trisha Ayyagari, said in a statement. “ITZY champions self-love, individuality, and self-expression to their fans and global community.”
The group appeared on the cover of Dazed Korea in November 2019 – you can see the photos from the shoot in the gallery above.
Watch the video announcing Maybelline and ITZY’s collaboration below.