K-Pop Group ITZY Are the Global Spokesmodels for Maybelline

K-Pop’s ITZY have become Maybelline’s most recent global spokesmodels, and the first ever musical group signed to the brand.

Credit: Allure

On March 31, Maybelline announced that K-pop idols ITZY have been named as the American beauty brand’s latest poster girls.

This is the first time that K-pop idols or musicians have ever signed on as spokesmodels. ITZY’s Yeji, Lia Ryujin, Cheryeong and Yuna will take on the role. They join fellow models Gigi Hadid and actor Storm Reid to represent the brand.

Trisha Ayyagari, the Global Brand President of Maybelline New York, stated on Dazed Digital, 

“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.”

Source: Dazed Digital

The group will launch their partnership with Maybelline this Spring. Campaigns include Maybelline’s Hyper Easy Liquid Eyeliner, Ultimate Lipstick and SuperStay Foundations.


The band spor fun, bold liner and wowing glittery eye make up looks which would make Bowie weep. The announcement has pleased fans of the musical outfit and cosmetic house alike.

Back in January, Lia told Allure,

“A big part of performance is, of course, the dancing and facial expressions, but the styling is also a very big part because it gives the vibe of the song.”

Watch the video which announces the Maybelline/ITZY collaboration below:

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