Style Living Self Geeky News and Views
In the Paper Hello! Create with us

K-pop girl group ITZY is the new face of Maybelline

By CAMILLE SANTIAGO Published Apr 10, 2021 9:30 am Updated May 26, 2021 8:41 am

There's no stopping K-pop girl group ITZY because they just signed a new beauty endorsement deal! Maybelline New York names JYP Entertainment's quintet as their new global faces, and it just means exciting things for K-pop and beauty lovers.

This partnership is bound to be happen as the Korean idols' philosophy and Maybelline’s brand DNA, which is all about confidence, empowerment, and inclusivity, are inter-connected.

ITZY’s slogan, “All in us,” is a reflection of the group’s core values, which include self-confidence and unconditional self-love. Yeji shares, “‘All in us’ means ITZY has everything that you want. Whatever it might be, ITZY can take it on and ITZY has the aspiration to express with the confidence everyone desires.” And it’s entirely true—their songs carry an inspiring message that fans and listeners all over the world value.

Yuna further talks about their connection to the brand, “Maybelline and ITZY share commonality as being confident and bold while still being authentic and approachable at the same time.”

In a statement, Maybelline Philippines Marketing Director Trisha Chua said, "When I first heard about the global partnership, I kept thinking about how it would be most exciting to share this news to Filipino K-pop fans!" She added, “I have witnessed ITZY’s power to inspire women to be more confident –– we hope to be able to further that in the Philippines through this collaboration.”

Yeji, Lia, Ryujin, Chaeryeong, and Yuna also shared that they have been using makeup to express themselves in their own unique way while still being true to the ITZY branding. “When we’re on stage we use makeup to try to express the extra confidence. I believe people of all ages have their own charms, so makeup could help them express this,” Ryujin fondly shared.

Long time Maybelline fans, ITZY girls recall their humble beginnings. Lia shares, “When I grew up abroad, I encountered Maybelline in many shops in cosmetic departments and saw ads from TV and various media channels—I can’t believe I’ll be in those now!” Similarly, Chaeryeong also shared, “Ever since I’ve opened my eyes on makeup, I have well known about the Maybelline brand, and I am so excited to be a part of it!” 

“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.”

Photo courtesy of Maybelline