Besides being artists and performers, K-pop idols and groups are also influencers and celebrities in one way or another. When a group makes a 'comeback' (K-pop jargon for dropping albums or singles), the members participate in variety shows so that they can promote the group and the album that has just been released. Variety shows focus more on personality and entertainment, so a lot of effort goes into preparing for these kinds of shows, just like how they would prepare for a performance. A few members or the entire group can also be invited to have a shoot with a magazine, sometimes even landing on the cover. As the idol or the group slowly gains popularity and influence, brand endorsement deals begin to pile in.

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And, as the Hallyu wave continues to spread worldwide, more and more brands are tapping K-pop groups to be their ambassadors. So, we at Metro.Style have rounded-up some of the hottest K-pop groups now who are currently endorsing skincare and make-up brands in 2022:

SEVENTEEN Twitter: @pledis_17

SEVENTEEN is a thirteen-member group from Pledis Entertainment with members S.Coups, Jeonghan, Joshua, Jun, Hoshi, Wonwoo, Woozi, The8, Mingyu, DK, Seungkwan, Vernon, and Dino. Earning an Artist of the Year Daesang at the 6th Asia Artist Awards, SEVENTEEN is one of the top K-pop boy groups in the industry, mainly known for their powerful and synchronized performances. Being in the industry for seven years, the group has bagged a lot of endorsements for various brands. Although SEVENTEEN does not have any ongoing endorsements as a group, several members are currently ambassadors for numerous brands.

Jeonghan was made an ambassador for the skincare brand Banila Co. He appeared as an ambassador on Banila Co’s official social media pages, as well as had gift events to further promote the products. Joshua became an ambassador for the skincare brand, SNP Korea. He endorsed their products while shooting for 1st Look Magazine, and he has also done video shoots and other events with SNP. Hoshi, DK, and Seungkwan, who are members of the sub-unit, BSS (BooSeokSoon), became ambassadors for the skincare brand Bring Green. They’ve done official promotions on Bring Green’s official social media pages, as well as endorsing Bring Green during an episode of SEVENTEEN’s variety show, Going SEVENTEEN. Bring Green has also done gift events with the trio. Mingyu has done endorsements for the cosmetics brand Lancôme, alongside actress and ex-Miss A member, Suzy. Like Joshua, Mingyu did a collaboration with Lancôme for Elle Magazine Korea. Mingyu has also done a live show with Lancôme as an ambassador, as well as other photo and video shoots for the brand’s marketing. And last but not least, Dino became an ambassador for the skincare brand Bioderma, as he participated in a photoshoot with the brand in Elle Magazine Korea.

Dino@ellekorea

DK@bringgreen_official

Hoshi@bringgreen_official

Jeonghan@banilaco_official

Joshua & SeungkwanTwitter: @Laneige_kr

Joshua@snp_kr

Mingyu@ellekorea

Seungkwan@bringgreen_official

Most recently, members Joshua and Seungkwan became ambassadors for the cosmetics brand Laneige. So far, they’ve only appeared as ambassadors on Laneige’s official social media pages, and Laneige has done a postcard gift event with Joshua and Seungkwan as well.

Stray Kids for Nacific Twitter: @KrNacific

Stray Kids is an eight-member group from JYP Entertainment led by members Bang Chan, Lee Know, Changbin, Hyunjin, Han, Felix, Seungmin, and I.N. After winning a competition show called Kingdom: Legendary War and earning the #1 on the Billboard Top 200 for their latest album, ODDINARY, the group has slowly made their way to becoming global K-pop stars throughout the years.

The group also bagged the Performance of the Year Daesang at the 6th Asia Artist Awards. At the moment, Stray Kids are ambassadors for Nacific, which is a Korean skincare brand. Stray Kids often does photo and video shoots with Nacific for different concepts in order to create various ways to endorse new and/or current products. With these new concepts, Nacific releases photocard gift events to further endorse the products and encourage the fans to buy their products. For another little fun fact, Stray Kids were previously ambassadors for the make-up brand, CLIO.

Stray Kids for Nacific Twitter: @KrNacific

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aespa for Mediheal Twitter: @Mediheal_kr

aespa is a four-member group from SM Entertainment with members Karina, Giselle, Winter, and Ningning. Although the group has only been active for a year and a half, they’ve already become both a local and global hit, already winning multiple Rookie of the Year awards, as well as earning a Stage of the Year Daesang at the 6th Asia Artist Awards.

Currently, the aespa members are ambassadors for the skincare brand Mediheal, and the make-up brand CLIO. For Mediheal, the group was introduced as Mediheal’s ambassadors last August 2021, and have been endorsing their products ever since. They do concept and product shoots that appear on the brand’s official social media pages, as well as participate in the gift events of the brand for further marketing. For CLIO, aespa was revealed to be an ambassador for the brand around the same time as Mediheal. Similar to Mediheal, aespa did photo and video shoots for the brand, as well as participated in gift events.

aespa for CLIO @clio_official

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IVE Twitter: @IVEstarship_JP

IVE is a six-member group from Starship Entertainment consisting of Yujin, Gaeul, Rei, Wonyoung, Liz, and Leeseo. Debuting last December 2021, the group has already made a successful start to their career with two single albums and 21 music show wins under their belt. IVE continues to show their success through the individual endorsements of the members. IVE’s leader, Yujin, is an ambassador for skincare and make-up brand Dewytree. She did a concept and product shoot with Dewytree, as well as participated in a gift event for further promotions. Then, we have Rei, who became an ambassador for the skincare brand, Bonajour. Similar to Yujin, she had a concept shoot with the brand’s products and had her own gift event to promote the collaboration between her and the brand.

Next, Liz became an ambassador for the cosmetics brand Olive Young, in their Vegan Beauty campaign. Liz did a photoshoot with Elle Magazine Korea as part of the collaboration between Elle and Olive Young. She also appeared in an Olive Young print advertisement. Finally, Wonyoung is an ambassador for the skincare brand Innisfree. Like Yujin and Rei, she participated in concept shoots for the brand’s marketing, as well as had a gift event to further market the products. She also appears on the physical shop’s “Welcome to Innisfree” poster.

Clockwise: Yujin for Dewytree, Wonyoung for Innisfree, Liz for Oliveyoung, and Rei for Bonajour @dewytree_2022, @ellekorea, @oliveyoung, and @bonajour_korea

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TXT for Ma:nyo Factory Twitter: @manyofactory_jp

TOMORROW x TOGETHER, more popularly known as TXT, is a five-member group from HYBE Labels (BigHit Entertainment) with members Soobin, Yeonjun, Beomgyu, Taehyun, and Hueningkai. TXT has made their name known through many achievements, including the debut of their latest album, minisode 2: Thursday’s Child, at #4 on the Billboard Top 200. TXT had also become the second K-pop boy group to stay in the Top 10 of the Billboard chart for two consecutive weeks, landing at #9 the week after. With this, it’s clear how big of an influence TXT currently has, and so it was no surprise that TXT is the current ambassador for the skincare and make-up brand, MA:NYO.

It hasn’t been very long since TXT became the ambassador for MA:NYO, so their presence on the brand’s official social media pages is still limited at the moment. However, TXT has already done a few photoshoots for the brand, and a gift event is also currently ongoing to promote these shoots. Better stay tuned to MA:NYO in the coming weeks if you want to see more of TXT!

TXT for Ma:nyo Factory Twitter: @manyofactory_jp

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NCT 127 @naturerepublicph

NCT 127 is a nine-member group from SM Entertainment consisting of members Taeyong, Taeil, Johnny, Yuta, Doyoung, Jaehyun, Jungwoo, Mark, and Haechan. This group is also known as one of the top K-pop boy groups in the industry, recently bagging their first Daesang for Artist of the Year at the 31st Seoul Music Awards. Currently, NCT 127 is the sole ambassador for the skincare brand Nature Republic. They were first announced as ambassadors in April 2020, and it seems that they will be holding the ambassador title for quite a while. As the main ambassadors, they lead the marketing of Nature Republic on their official social media pages, as they participate in various concept shoots to advertise the products. The brand also holds various gift events with NCT 127 to engage the fans in buying their products and supporting the brand.

NCT 127 for Nature Republic