Maybelline New York names K-pop band Itzy global spokesmodels

Several new faces are joining the Maybelline New York family.

The beauty brand announced that K-pop band Itzy is joining its ranks as global spokesmodels.

“I have been watching Itzy’s inspiring rise and was drawn to how dynamic they are both as a group and individuals,” Trisha Ayyagari, global brand president of Maybelline New York said. “Itzy champions self-love, individuality, and self-expression to their fans and global community. Their energy is powerful and I am so excited to bring these voices to Maybelline!”

Formed in 2019, and consisting of members Yeji, Lia, Ryujin, Chaeryong and Luna, the group’s debut single peaked at No. 2 on Billboard’s YouTube chart and No. 1 on iTunes’ song chart in 12 regions, the company said.

“We have always admired the Maybelline brand and are so excited to be able to contribute our creativity, positivity, and energy to their global community,” said Itzy. “It’s a huge opportunity to bring new sides of ourselves to our fans and to remind the world that being confident and bold is in all of us.”