BTS’s Jin Becomes Laneige’s First Male Brand Ambassador

BTS member Jin has been named the first-ever male brand ambassador for Laneige, the renowned Korean beauty brand. The partnership was officially revealed on Monday (Sept. 30), weeks after Jin also announced a collaboration with luxury fashion brand Gucci. The 31-year-old recording artist stars in Laneige's latest campaign, promoting their bestselling Cream Skin Toner & Moisturizer. This product, known for its ceramide and peptides that nourish the skin and white leaf tea water for hydration, is available at Sephora, Amazon, and Laneige’s website, starting at $16.

In a statement, Jin expressed his excitement about the collaboration, saying, "I am truly delighted to become a brand ambassador for a brand that is loved by so many people around the world. I am thrilled to start my beauty journey with Laneige."

Laneige took to Instagram to announce Jin’s new role, sharing his campaign with the caption, "When two icons come together." The brand had been teasing his involvement for days, posting hints and behind-the-scenes clips, which fans quickly decoded, recognizing the BTS star as the new face of the company.

Here is the post below:

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Jin’s venture into the beauty industry follows his return from military service in June. Last week, he attended Gucci’s spring/summer 2025 fashion show in Milan, Italy, marking his first appearance at a fashion event as Gucci’s global brand ambassador.

Laneige is renowned for its viral skincare products, including the Lip Sleeping Mask, Divine Lip Duo, and Water Bank Blue Hyaluronic Cream. Jin joins the likes of actress Sydney Sweeney, who became Laneige’s first global ambassador in 2022.