The Blackpink member will appear in the newest campaign for the South Korean luxury beauty brand

Like many everywhere, Rosé of Blackpink was first exposed to Korean beauty and skincare through her mother. More specifically, her initial encounter with South Korean luxury beauty brand Sulwhasoo was when she first smelt the signature scent of the brand’s iconic First Care Activating Serum on her mother’s cheek as a child. And her relationship with Sulwhasoo continues today as the Blackpink member has now been announced as the new global ambassador for the storied beauty brand.

“It is an honour for me to be with Sulwhasoo as its brand global ambassador of the products which not only my mum but also myself have been using for a long time. It is such a great delight and pleasant opportunity,” Rosé said in a media release on September 1. 

“I was at first not confident about how well I could play the role in the advertisement shooting for the brand I have cherished all the time. But this shooting experience was super fun and inspirational. I am also curious about how today’s campaign story would unfold in the future.” 

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Sulwhasoo said it chose Rosé as its new brand muse as she is a “literal and figurative driving force behind the global popularity of Korean pop culture” who has been pioneering and ambitious in pursuing her dream to become the talented artist she is today—values that the brand resonates with.   

Expressing her excitement as its new ambassador, Rosé plans to help Sulwhasoo share its brand story with content as its newest brand storyteller, showcasing different aspects of the iconic Korean beauty brand beyond its products.

In her debut as Sulwhasoo’s brand ambassador, Rosé will feature in the brand's new brand campaign, #SulwhasooRebloom, which will be released in two chapters with a series of films reinterpreting the birth and spirit of the brand. These videos will narrate the beginning, growth and fruition of the brand.

Rosé recently made her group comeback with Blackpink with the first single Born Pink off their upcoming album. Marking their first full-length release in two years, it will also be their first studio album as a band since October 2020. 

The K-pop girl group is also set to embark on its biggest world tour ever this year, with stops in Singapore and Malaysia. 

During the girl group’s two-year hiatus, members Lisa, Jisoo, Rosé and Jennie focused on their solo projects. In March 2021, Rosé made history with her debut single album R, which became the bestselling single album by a South Korean female solo artist in chart history at the time.

Besides pursuing music projects, the members of Blackpink also attended fashion shows and fronted ad campaigns, as part of their roles as ambassadors to luxury fashion and jewellery brands such as Saint Laurent and Tiffany & Co for Rosé.

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