Sulwhasoo brand ambassador Yoona / Courtesy of Sulwhasoo

With the global popularity of K-beauty surging, Korea's cosmetics industry is seizing a business opportunity by recruiting high-profile celebrities from the K-pop scene for its marketing campaigns.

According to industry sources on Sunday, Amorepacific's cosmetics brand Sulwhasoo recently selected singer and actor Yoona as its latest brand ambassador. Yoona will serve as a brand ambassador for Sulwhasoo's global campaign promoting its First Care Activating Serum, which runs through April.

Aekyung Industrial's makeup brand LUNA also announced Friday that it had chosen Rei, a member of the girl group IVE, as its new model.

LUNA brand ambassador Rei / Courtesy of LUNA

Similarly, LG Household & Health Care's cosmetics brand The History of Whoo appointed actor Kim Ji-won as a global ambassador last year to refresh its brand image.

The cosmetics industry's aggressive recruitment of high-profile models reflects the growing intensity of competition in overseas markets. Since visual appeal plays a crucial role in consumer perception, industry experts say that the influence of major brand ambassadors is particularly significant. Previously, Sulwhasoo had tapped Blackpink's Rosé as a model to expand its presence in the global market following her collaboration with American pop star Bruno Mars on the worldwide hit song "APT.."

An industry official said, "The competition to secure big-name models will only intensify as brands strive to enhance their global recognition and attract new customers."

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.