- Jin of BTS fronts Laneige's refreshed Neo Cushion global campaign, introducing upgraded "The Matte" and "The Glow" variants across Asia, the US, and Europe.
- The campaign was developed by creative agency Jung von Matt HANGANG and spans digital, eCommerce, and retail channels globally.
- This is an extension of Jin's existing Laneige partnership. He was named the brand's first-ever male global ambassador in September 2024.
- Laneige has a history of high-profile celebrity partnerships, having previously worked with Sydney Sweeney as its first-ever global ambassador (2022), alongside Korean talents Lee Sung-kyung, Kim Yoo-jung, and AKMU's Lee Su-hyun.
Laneige has launched the next chapter of its flagship Neo Cushion line, tapping BTS member Jin as the face of the refreshed global campaign.
The rollout, handled by creative agency Jung von Matt HANGANG, covers digital, eCommerce, and retail channels across Asia, the US, and Europe. The campaign spotlights two upgraded variants: “The Matte” and “The Glow,” with a hero film showcasing Jin demonstrating the product’s finish and wearability.
This marks a deepened chapter in an already active partnership. Jin became Laneige’s first male global ambassador in September 2024, initially fronting the brand’s Cream Skin line.
The K-pop idol’s beauty portfolio has expanded quickly, he also holds global ambassador roles with Gucci and French jewellery house FRED, and was named Alo Yoga’s global ambassador in October 2025.
Much like Hyunjin’s fronting a campaign for Guess, Jin’s crossover appeal across fashion and beauty reflects K-pop’s deepening grip on global brand marketing.
On the music front, Jin wrapped his first solo world tour, #RUNSEOKJIN_EP.TOUR, in November 2025, a 20-show run across nine cities in Asia, North America, and Europe, in support of his EPs Happy and Echo.
He is also part of BTS’s highly anticipated group comeback with their 2026 album ARIRANG, the group’s first full release since all members completed military service.
BTS recently teamed up with Oreo for a limited-edition Hotteok-inspired cookie campaign, further cementing the group’s dominance across both music and global brand activations.
For Laneige, the Neo Cushion push continues a trend of pairing hero products with globally recognised faces. Past brand collaborators include Sydney Sweeney, who served as the brand’s first global ambassador from 2022, driving a 227% surge in TikTok followers upon her initial announcement.
Takeaways
This campaign is a signal that Laneige is doubling down on franchise-first marketing rather than constantly chasing new product launches.
By evolving the Neo Cushion line, already a recognised name, with Jin anchoring the storytelling, the brand is playing a long game: building emotional attachment, not just awareness.
For Jin, the Neo Cushion campaign reinforces his standing as a crossover force in beauty, a rare K-pop male idol whose endorsement footprint spans luxury fashion, jewellery, wellness, and now a flagship cosmetics campaign.
Coming off a successful world tour and heading into a BTS group comeback, his commercial momentum couldn’t be better timed.
Does Jin fronting a cushion foundation, traditionally a female-targeted product, signal a genuine shift in how beauty brands are approaching male consumers in global markets? Can the Neo Cushion line sustain long-term franchise momentum, or is celebrity-led product storytelling eventually subject to diminishing returns?
