In a move that has sent waves across the beauty industry, BTS’ Jin is on the brink of becoming the first-ever male global ambassador for the prestigious beauty brand LANEIGE. On September 24, 2024, the brand set social media on fire by teasing a series of mysterious images. These images are clearly hinting at Jin’s identity through close-up shots of his back, lips, and hands. Although LANEIGE has yet to make the official announcement, fans instantly recognized the BTS idol. The excitement has only been building since then.
This potential partnership marks a significant shift in the beauty world. Previously, the brand worked with South Korean actresses Song Hye-kyo, Kim Yoo-jung, Lee Sung-kyung, and Hollywood star Sydney Sweeney. Jin’s appointment signals a broader movement in the beauty industry, embracing male figures and challenging traditional beauty standards worldwide. Additionally, this historic collaboration underscores the brand’s commitment to expanding its appeal, promoting diversity, and setting new trends.
Fans, or BTS’ ARMY, were quick to express their excitement online. Platforms like X (formerly Twitter) saw an outpouring of praise for Jin’s achievement. “The first-ever male model & global ambassador! OHHH THIS IS HUGE!” exclaimed one fan. Others pointed out how Jin’s flawless skin perfectly aligns with LANEIGE’s image, which has long been associated with radiance and elegance.
What makes this ambassadorship particularly groundbreaking is not just that BTS’ Jin is a male ambassador, but that he is a global ambassador. Moreover, this representation will go beyond regional campaigns. It will put Jin on the world stage as the brand is expanding its influence across 31 countries. It will include South Korea, Japan, Hong Kong, India, and parts of Europe.
Fans also linked this moment to Jin’s longstanding nickname, “Moon”. His fans have given this nickname after he released the song Moon in 2020. LANEIGE even played into this, sharing a close-up shot of Jin’s lips and hands on September 25, captioning it, “Beautiful as the Moon.” This connection between his music and his brand ambassadorship deepens the bond between Jin and his fans.
Jin’s ambassadorship is more than just a milestone for LANEIGE—it reflects a broader trend of male celebrities taking up space in the beauty industry. This move has challenged traditional gender norms and broadened the concept of beauty. As the first male face of LANEIGE, Jin is not only making history but also reshaping the future of beauty on a global scale.
