Maybelline New York unveiled on Tuesday its newest global spokesmodels and its K-pop band Itzy.Itzy's members - Yeji, Lia, Ryujin, Chaeryeong, and Yuna - landed a major contract with the U.S. cosmetics giant, which will see the band first appear in Maybelline's Hypersharp Liner, Ultimatte Lipstick, and SuperStay Foundations campaigns in Asia this spring.
"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, in a news statement.
"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.”
"I have been watching Itzy's inspiring rise and was drawn to how dynamic they are both as a group and individuals," added Trisha Ayyagari, global brand president, Maybelline New York.
"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.”
Itzy's spirit and positive platform sync up with Maybelline's brand values of confidence, empowerment, and inclusivity.
Formed in 2019 and signed by JYP Entertainment, Itzy has reached #2 on Billboard's YouTube chart and #1 on iTunes' song chart in twelve regions. The band has racked up four albums, a successful reality series, an 11-city showcase tour, and countless accolades under their belts in just two years. Their upcoming album "Guess Who” is set to drop on April 30.
In joining Maybelline, they follow in the footsteps of modelling pros such as Gigi Hadid, Adriana Lima, Josephine Skriver and Christy Turlington.