Maybelline Names K-Pop Group ITZY Global Spokesmodels

With K-pop's growing influence on the fashion and beauty industries, cosmetics brand Maybelline has now named ITZY its global spokesmodels. The group's members Yeji, Lia, Ryujin, Chaeryeong and Yuna join the likes of Gigi Hadid and Storm Reid to endorse the makeup label.

"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," Maybelline's Global Brand President Trisha Ayyagari says in a press release. ITZY adds: "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."

For those unfamiliar with ITZY, the five-member team made their debut in 2019 under JYP Entertainment, quickly taking over the scene with hit tracks like "DALLA DALLA" and "Not Shy." Most of their tunes and lyrics deliver messages of hope while encouraging self-confidence and love.

Upon the announcement, ITZY will make their Maybelline debut in Asia later this spring with campaigns for the Hypersharp Liner, Ultimatte Lipstick and SuperStay Foundation. Make sure to keep an eye out for updates from the cosmetics brand.

In case you missed it, read our interview with ITZY on their third EP Not Shy.

Click here to view full gallery at HYPEBAE