<
There’s a reason you rarely hear or see K-pop idols revealing their beauty routines — their lucrative star power is usually reserved for brand endorsements. ROSE (real name: Roseanne Chae-young Park) is many things: singer, songwriter, dancer, K-pop idol, BLACKPINK member and YSL darling – but now she can add another point to her ever-growing list of awards : Global Ambassador of Sulwhasoo.
Courtesy of Sulwhasoo
In case you weren’t in the know, Sulwhasoo is one of the most luxurious Korean skincare brands out there and is known for its scientific research, particularly when it comes to the study of ginseng (which Sulwhasoo called Ginsenomics™). Because this superfood — which has long been and is widely used in traditional Asian medicine — is so rich in antioxidants, it has a ton of skin benefits. This includes but is not limited to the prevention and repair of cellular damage such as B. brown spots caused by environmental pollutants and sun damage, minimizing redness and swelling, and balancing oil production, as board-certified dermatologists like Shari Marchbein, MD, and Arash Akhavan, MD, have previously explained Curls.
Although I’ve only been using Sulwhasoo for a few years, I associate this brand with a certain kind of sophisticated elegance – and as someone who’s a fan of ROSÉ and her beautiful, soulful voice, this partnership seems like a match made in heaven . “I’m honored to be with Sulwhasoo as a global brand ambassador for the products that not only my mother, but also myself, have long used,” the “Hard to Love” singer shared in a press release. “It is such a great joy and pleasant opportunity and this filming experience was super fun and inspiring; I’m also curious to see how today’s campaign story would develop in the future.”
The focus of the campaign is the product First Care Activation Serum, a product that takes ROSÉ back to her childhood and brings back fond memories. In the campaign videos for #SulwhasooRebloom, she shares that the treatment was a skincare staple for her mum and later became a staple of her own routine. “I remember Sulwhasoo always had this distinctive scent and I always felt like it was more than just a beauty product,” she reflects.