Because he’s World Wide Handsome, you know? From chart-topping albums to sold-out shows (and even a historic Olympics torch-bearing gig for good measure, NBD), it seems that there’s no milestone that Jin (real name: Kim Seokjin), one-seventh of international pop icon BTS, hasn’t checked off his list. Fresh out of his mandatory military stint, he’s hit the ground running at breakneck speed: Apart from appearing in several variety shows and editorial spreads literally days after his official discharge, he’s also most notably—to the delight of stans and fashionistas alike—done the front row stint at Gucci for Milan Fashion Week, proudly repping the luxury brand as its hottest new face.
As beauty insiders, we’re super excited about the latest feather in his cap: a partnership with fellow K-culture crossover success LANEIGE, a heritage beauty brand that’s gone viral in recent years for its immensely popular lip and skincare masks—yup, you may have seen it on a TikTok clip or three. As of writing, I’m actually on my eighth (?) repurchase of its Water Sleeping Mask, a staple on my nightstand since the aughts—and, like many, am stoked at the brand’s wider enthusiastic reception.
Jin, whose nickname World Wide Handsome is co-signed by millions of fans (what’s up, ARMY!), joins the brand as its first-ever global male ambassador, fronting the best-selling Cream Skin line. Its award-winning 2-in-1 product, the LANEIGE Cream Skin Toner & Moisturizer, is Jin’s favorite, and is actually the brand’s most repurchased product—and with his trademark smooth, glowing, HD-worthy skin, we’re kind of giddy about being in extremely good company.
Chock full of the good stuff, like peptides, ceramides, and antioxidants, the toner also doubles as a moisturizer, making it great for those who want a more streamlined approach to their skincare routine. I personally love taking the mini version (only $16, BTW) whenever I travel. Its texture is kind of the sweet spot between a liquid and a serum, and it’s especially handy as a reset for skin that tends to get drier or duller when the seasons change.
“I am truly delighted to become a brand ambassador for a brand that is loved by so many people around the world,” he says. “I am thrilled to start my beauty journey with LANEIGE and eager to share what we have in store,” he adds. As part of a record-breaking musical and cultural sensation, Jin, also the group’s oldest member, knows a thing or two about blazing a trail—we only hope this is just the start of more partnerships between these two K-culture icons. Now, excuse me as I stock up.
