Laneige taps BTS star Jin for spicule-powered eye patch launch campaign

By Lynsey Barber | Published: 18-Sep-2026 Lynsey Barber
Skin Care Marketing Digital

K-pop singer Jin appears in a new video for K-Beauty brand Laneige’s new Bouncy & Firm Cooling Hydrogel Eye Patches, which contain viral ingredients such as spicules and PDRN

Laneige taps BTS star Jin for spicule-powered eye patch launch campaign

Laneige has tapped K-pop star Jin from BTS to front the launch campaign for its new hydrogel eye patches.

The K-beauty skin care brand is entering the category for the first time with Bouncy & Firm Cooling Hydrogel Eye Patches.

The singer for the Korean boyband, née Kim Seok-jin, appears in a video shared by the brand on social media using the eye patches on a flight, before appearing fresh and glowy in front of flashing cameras.

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Available on TikTok Shop and directly on Laneige’s website, the cooling hydrogel patches, which can also be used on smile lines, combine microneedling-inspired spicules, PDRN derived from green tea, and banana probiotics, as well as caffeine and niacinamide.

Said to help visibly smooth, firm, depuff, and refresh tired-looking under-eyes, the eye patches will launch on Sephora.com and Amazon on 6 October,  followed by Sephora stores on 9 October.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by LANEIGE U.S. (@laneige_us)

The campaign marks Jin’s return as Global Ambassador for Laneige after the North America leg of BTS’ Arirang world tour.

Laneige appointed Jin as its first male ambassador in 2024, promoting the brand’s Cream Skin collection.

BTS made its musical debut in 2013 with their album ‘2 Cool 4 Skool’.

They have since sold millions of records worldwide with hits such as ‘Butter, ‘Dynamite’, and ‘Blood Sweat & Tears’.

The band are currently on a world tour in support of their 2026 album ‘Arirang’ and recently performed at the football World Cup halftime show.

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