Guerlain names South Korean actress Song Hye-Kyo as ambassador

By Alessandro Carrara | Published: 17-Jan-2025

Hye-Kyo is fronting the brand’s Rouge G lipstick in shade 518 Le Rose Blush as part of her new role with the French beauty business

Guerlain has appointed South Korean actress Song Hye-Kyo as its new Asia Pacific Ambassador.

The French perfume, cosmetics and skin care maison said the appointment reflected its pursuit of “singular beauty” and “commitment to women’s empowerment”. 

Hye-Kyo is seen using the brand’s Rouge G lipstick in shade 518 Le Rose Blush as part of the new marketing campaign.

Guerlain originally teased Hye-Kyo in an Instagram post on 15 January with a caption that read “New Year, new Ambassador”.

“I am happy to be the new ambassador of Maison Guerlain,” Hye-kyo said in a comment to Lifestyle Asia.

“This house is the quintessence of timeless elegance, combining innovation with tradition. I am excited to start this journey with Maison Guerlain.”

Hye-Kyo has played a number of roles in television dramas such as Autumn in My Heart, All In and That Winter, the Wind Blows.

She is also an ambassador for jewellery brand Chaumet.


“Guerlain has always partnered with artists from around the world who passionately embody its values of elegance, confidence, and singular beauty,” added Gabrielle Saint-Genis, CEO of Guerlain.

“I am thus very proud to welcome in our family Song Hye-Kyo, a strong woman, a very talented artist, a cultural figure and an icon of her industry who epitomizes a resolutely contemporary femininity.”

The beauty industry has been increasingly tapping South Korean celebrities to serve as brand ambassadors in recent years.

In 2024, Estée Lauder appointed singer Lee Ji-eun, known as IU, as its first-ever Korean Global Brand Ambassador.

The 30-year-old songwriter and actress has featured in campaigns for the luxury skin care brand’s hero franchises Advanced Night Repair and Double Wear.

IU was chosen because of her influence and “extraordinary” social media presence, explained Justin Boxford, Global Brand President of Estée Lauder.

NewJeans singer Hanni was also named as Gucci Beauty’s brand ambassador last year.

The appointment is an expansion on the K-pop star’s existing partnership with Gucci, having served as an ambassador for its fashion line since 2022.

Hanni, née Phạm Ngọc Hân, was featured in a promotional video applying the fashion house’s upcoming Rouge à Lèvres Mat lipstick, 509 ‘Rosso Ancora’.

Cosmetics Business has contacted Guerlain for comment.

(Image Credit: Guerlain Instagram)

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