Cover Song Hye-kyo as BELOTERO’s newest Asia-Pacific ambassador
Song Hye-kyo as BELOTERO’s newest Asia-Pacific ambassador
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Merz Aesthetics appoints Song Hye-kyo as BELOTERO's newest Asia-Pacific ambassador, marking a new chapter in the conversation about natural beauty in the region
Song Hye-kyo has been a fixture on screens for years and has become one of the most influential icons of the current wave of Korean culture. Her consistent and serene career path has made her beloved and, above all, a role model across generations. She is often considered a reflection of how Asian beauty culture increasingly values authenticity, balance, and self-comfort.
So it feels fitting that Song Hye-kyo was introduced as the main face of BELOTERO's latest campaign titled Nature is in the Details on January 14, 2026. Held in Seoul, a city long recognized as one of the world's centers for aesthetic treatment innovation, it also celebrated BELOTERO's more than two decades of journey in developing a biomimetic approach to hyaluronic acid fillers .
Above With a style that is guarded, Song Hye-kyo represents a natural and conscious approach to beauty.
Above With a calm and composed style, Song Hye-kyo represents a natural and conscious approach to beauty.
With a style that is guarded, Song Hye-kyo represents a natural and conscious approach to beauty.
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In this collaboration, Song Hye-kyo emphasized that for her, beauty is always about staying true to oneself. This perspective aligns with BELOTERO's philosophy, which focuses on natural-looking results that feel in tune with one's identity. It's no surprise that this approach has found widespread resonance, especially in the Asia-Pacific region, where natural results and safety are key considerations when choosing aesthetic treatments.
BELOTERO's biomimetic approach is designed to address these needs. Using Belotero Biomimetic Matrix technology, the gel is formulated as a cohesive network with varying densities, allowing for smoother integration with skin tissue. Rather than feeling like a foreign material, the result is designed to move and behave like part of the skin itself. This approach promotes a fresh, smooth appearance without diminishing the natural character of the face.
Above BELOTERO's biomimetic technology presentation emphasizes the balance between innovation, safety and natural results.
BELOTERO's biomimetic technology presentation emphasizes the balance between innovation, safety and natural results.
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BELOTEROⓇ's natural-looking framework is built on four key elements. First, see , where the results appear realistic and maintain the uniqueness of facial features. Second, touch , with a skin texture that feels even and comfortable. Third, feel , where the treatment does not interfere with self-confidence or self-awareness. And fourth, express , ensuring facial expressions remain vibrant and not stiff. These four elements emphasize that beauty is not only seen but also felt and experienced in everyday life.
Above Song Hye-kyo with Lawrence Siow, President, Asia-Pacific, Merz Aesthetics (far left) and Dr. Owen Sunga, Senior Vice President, Regional Scientific and Clinical Services Asia-Pacific, Merz Aesthetics (far right)
Song Hye-kyo with Lawrence Siow, President, Asia-Pacific, Merz Aesthetics (far left) and Dr. Owen Sunga, Senior Vice President, Regional Scientific and Clinical Services Asia-Pacific, Merz Aesthetics (far right)
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Lawrence Siow, President of Asia-Pacific Merz Aesthetics, sees this shift as a significant milestone in the world of medical aesthetics. He believes BELOTERO sets a new standard through biomimetic innovation that allows people to look and feel like themselves, with a sense of security and confidence. He also sees Song Hye-kyo as a fitting representation, a figure whose beauty feels serene, authentic, and relevant, while also reflecting the meaning of natural beauty that is increasingly valued in Asia-Pacific.
