When Laneige named BTS member Jin its global ambassador in September 2024, the beauty brand didn't just gain a famous face — it got a measurable sales engine: the quarter Jin came on board, Laneige's overall revenue jumped more than 30% year over year, and the brand climbed to third place in skincare sales at Sephora. The partnership, built around Laneige's bestselling Cream Skin toner, has become one of the clearest examples yet of a broader shift in K-beauty marketing — one where male idols, not just girl group members, are becoming a brand's central growth strategy.
How the Partnership Started
Laneige and Jin's relationship actually predates his formal ambassador role. The two first connected in 2021 through a collaboration product, the Lip Sleeping Mask Purple Edition, followed by another joint edition in 2022 — both of which drew strong attention in the North American market where Laneige had already been building momentum. That groundwork led to Jin's appointment as global ambassador in September 2024, timed around a campaign for Laneige's Cream Skin Serapeptide Refiner, a toner that had already sold more than 4.4 million units globally and held the brand's top repurchase rate at the time of the announcement.
Measurable Impact on Sales
Laneige's own account of the partnership, cited by fashion trade publication WWD Japan, credited Jin's involvement with a significant jump in Cream Skin Lotion sales, with campaign-period revenue reportedly rising 100% above internal projections. Amorepacific, Laneige's parent company, reported that its overall second-quarter revenue increased alongside strong growth specifically tied to Laneige and other core brands in the Americas and Europe, with European sales up 18% and Americas sales up 10% in one reported quarter. When Laneige relaunched its Neo Cushion line in March 2026 with new campaign imagery featuring Jin, the "The Matte" version reportedly reached the top of Olive Young's overall sales rankings immediately after the campaign launched.
Part of a Broader "Jin Effect"
Jin's commercial influence hasn't been limited to Laneige. He holds ambassador or model roles with a range of brands spanning beauty, fashion, and food, including Gucci, activewear brand Alo, fragrance house Fred, and Dongwon F&B's canned tuna line — the latter reportedly seeing roughly a 50% jump in Japanese exports and about 30% growth in U.S. exports after his involvement. WWD reported that news of his Alo ambassadorship alone generated an estimated $3.6 million in media exposure value within 24 hours of the announcement, a figure widely cited in Korean coverage as evidence of what's been nicknamed the "Jin effect" on brand visibility.
Timeline at a Glance
| Date | Milestone |
|---|---|
| 2021 | First Laneige x BTS collaboration: Lip Sleeping Mask Purple Edition |
| 2022 | Second collaboration: Lip Sleeping Mask, Lip & Pop Edition |
| September 2024 | Jin named Laneige's global ambassador; Cream Skin campaign launched |
| Late 2024 | Laneige's Q4 revenue rises over 30% year over year; ranks 3rd in Sephora skincare sales |
| March 2026 | Neo Cushion relaunch campaign with Jin; "The Matte" tops Olive Young's sales ranking |
Frequently Asked Questions
When did Jin become Laneige's ambassador?
He was named Laneige's global ambassador in September 2024, building on a collaboration relationship that began in 2021.
What is Laneige's Cream Skin product?
It's a toner from Laneige's Cream Skin Serapeptide Refiner line, one of the brand's bestsellers with over 4.4 million units sold globally and the brand's top product repurchase rate.
Did Jin's ambassadorship actually increase Laneige's sales?
According to reports citing Laneige and industry coverage including WWD Japan, the brand's overall revenue rose more than 30% year over year in the quarter following his appointment, and it climbed to third place in Sephora's skincare sales rankings.
What other brands is Jin an ambassador for?
Beyond Laneige, he holds ambassador or model roles with Gucci, Alo, Fred, Dongwon F&B, LUCIDO-L, Dolby, and IGIN, among others.
Is Jin the only male K-pop idol driving major beauty brand growth?
No, he's part of a broader industry trend of K-beauty brands, including several indie labels, increasingly signing male K-pop idols as ambassadors to expand global reach.
Sales figures and campaign details are based on brand and media reporting and may be updated or revised — check official Laneige channels for current product and campaign information.