BTS’ Jin Becomes Laneige’s First Male Brand Ambassador, Stars in New Campaign for Cream Skin Toner & Moisturizer

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BTS’ Jin is embarking on a beauty journey with one of the top brands in the industry. Weeks after announcing a partnership with Gucci, the 31-year-old recording artist has officially been named Laneige’s first-ever male brand ambassador, the Korean beauty brand revealed Monday (Sept. 30).

As part of the new partnership, Jin stars in the latest campaign for Laneige’s bestselling Cream Skin Toner & Moisturizer. The milky moisturizer and toner, which starts at $16, features ceramide and peptides for nourishing and strengthening the skin barrier and white leaf tea water to sooth and hydrate thus promoting radiant-looking, moisturized skin. Cream Skin Toner & Moisturizer is available at various retailers such as Sephora, Amazon, Sephora at Kohl‘s and Laneige.com.

“I am truly delighted to become a brand ambassador for a brand that is loved by so many people around the world. I am thrilled to start my beauty journey with Laneige, and eager to share what we have in store,” Jin said in a statement, per Women’s Wear Daily.

The company shared Jin’s new campaign via Instagram on Monday with the caption, “When two icons come together.”

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Jin has been busy since completing his military service in June. Last week, he attended Gucci’s spring/summer 2025 women’s fashion show at Triennale, Milano in Italy, marking his first time attending a fashion show in the city as a Gucci Global Brand Ambassador.

Laneige has been teasing the Jin reveal on Instagram for the last several days, dropping hints and behind-the-scenes clips of the campaign, including a shot of the back of his head. Naturally, the BTS Army was quick to identify Jin as the newest ambassador for Laneige. Sydney Sweeney became Laneige’s first global ambassador in 2022 and expanded the partnership earlier this year.

The top-selling makeup and skincare brand is known for viral products such as the Lip Sleeping Mask, Divine Lip Duo and Water Bank Blue Hyaluronic Cream.

Shop the Jin-approved Cream Skin below.