There’s a reason why you rarely hear or witness K-pop idols revealing their beauty routines — their lucrative star power is typically reserved for brand endorsements. ROSÉ (real name: Roseanne Chae-young Park) is many things: a singer, songwriter, dancer, K-pop idol, BLACKPINK member, and YSL darling — but now, she can add one more item to her ever-growing list of accolades: Sulwhasoo global ambassador.
In case you weren’t privy, Sulwhasoo is one of the most luxurious Korean skin-care brands on the market and is renowned for its scientific research, especially when it comes to the study of ginseng (which Sulwhasoo has dubbed Ginsenomics™). Because this superfood — which has long and widely been used in Asian traditional medicine — is so high in antioxidants, it has a boatful of benefits for the skin. This includes but is not limited to preventing and repairing cellular damage, like brown spots caused by environmental pollutants and sun damage, minimizing redness and puffiness, and balancing oil production, as board-certified dermatologists like Shari Marchbein, MD, and Arash Akhavan, MD, have previously explained to Allure.
While I’ve only been using Sulwhasoo for the past couple of years, there’s a certain type of elevated elegance I associate with this brand — and as someone who is a fan of ROSÉ and her lovely, soulful voice, this partnership seems like a match made in heaven. “It is an honor for me to be with Sulwhasoo as its brand global ambassador of the products, which not only my mom but also myself have been using for a long time,” the “Hard to Love” singer shares in a press release. “It is such a great delight and pleasant opportunity, and this shooting experience was super fun and inspirational; I am also curious about how today’s campaign story would unfold in the future.”
The product at the center of the campaign is the First Care Activating Serum, a product that takes ROSÉ back to her childhood and brings fond memories to mind. In the campaign videos for #SulwhasooRebloom, she shares that the treatment was a skin-care staple of her mom’s and later became a mainstay within her own routine. “I remember Sulwhasoo always had this distinct scent to it and I always felt like it was more than just a beauty product,” she reflects.