As a long-time beauty and K-Pop fan, I love when my two worlds collide into fascinating breaking news. Maybelline just announced ITZY as the iconic makeup brand’s newest global spoke models and first-ever musical group to join their A-listers brand ambassadors roster. Yeji, Lia, Ryujin, Chaeryeong, and Yuna, now join Gigi and Storm as Maybelline’s diverse talents.
ITZY debuted in 2019 as JYP Entertainment (one of the top 3 agencies in the k-pop industry) newest girl group and TWICE‘s little sisters. Their debut song, “Dalla Dalla,” broke all kinds of records in Korea and entered the U.S. music charts. They immediately stood out for their stunning visuals, dancing abilities, and coolest personas. Their catchy tune was so contagious that it was impossible not to sing it. Don’t believe me? Watch!
I have been watching ITZY’s inspiring rise and was drawn to how dynamic they are both as a group and individuals. 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!
Trisha Ayyagari, Global Brand President, Maybelline New York.
MIDZY (ITZY’s fandom) is as cool as the members of the group. They elude confidence and have that badass quality ITZY is known for. They are rebels that challenge traditional Korean female stereotypes. ITZY’s mantra is “ALL IN US” which is a celebration of self-confidence and self-love. On stage, ITZY are five powerful young girls living their dreams as singers, entertainers, and role models. They are a group of the times from a generation of young women disrupting society’s roles and pressures.
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. 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.ITZY.
The ITZY and Maybelline collection will debut Hypersharp Liner, Ultimatte Lipstick, and SuperStay Foundations campaigns in Asia this Spring and worldwide after. I’m looking forward to this partnership because it is going to be K-Cool!
The Maybelline New York Products to Try & Tell
FIT ME!® MATTE + PORELESS LIQUID FOUNDATION POUCH
It comes in all the shades you know and love, but in this super easy-to-carry pouch. This foundation is perfect for the gal that doesn’t wear that much makeup and doesn’t need a whole bottle laying around.
LASH SENSATIONAL SKY HIGH WATERPROOF MASCARA MAKEUP
I can’t get enough of this volumizing mascara. You only need one coat, and your lashes will look longer and fuller. This is mascara proves that drugstore makeup sometimes is better.