Maybelline New York announced that South Korean girl group ITZY would be representing the brand as their newest global spokesmodels, joining supermodel Gigi Hadid and actress Storm Reid, and marking the first-ever musical group to be signed to the leading cosmetic brand’s diverse roster of talents.
“I have been watching ITZY’s inspiring rise and was drawn to how dynamic they are both as a group and individuals,” said Global Brand President Trisha Ayyagari in a press release. “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!”
Made famous for their statement-making style, smooth dance moves, and catchy tunes, their messages of empowerment and slogan of “All in us” is a reflection of the group’s core values, which include self-confidence and unconditional self-love.
The group credits makeup experimentation as their way of freely expressing themselves in their own unique way while simultaneously showcasing the personality and power of ITZY.
“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.”
Formed by JYP Entertainment in 2019, ITZY will first appear in Maybelline’s Hypersharp Liner, Ultimatte Lipstick, and SuperStay Foundations campaigns to roll out in Asia this spring.
Source: Maybelline New York