K-beauty brand Etude has tapped singer and Le Sserafim member Kazuha as its latest brand muse.
The 19-year-old joined the five-piece girl band, whose hits include ‘Sour Grapes’, ‘Blue Flame’ and ‘No Celestial’, this May, and is known for her colourful style as the “main visual member of the fourth generation girl groups [formed after 2018]”, according to the Amorepacific-owned brand.
She will be the face of the brand’s Blushed Rose collection, which debuted during 2022’s Fashion Week and features a selection of pink shades for the eyes, lips and face including Play Tone Eye Pallet, Cute Eyes Maker and Fixing Tint.
With Korean culture becoming a global phenomenon in recent years, it is no surprise that the worlds of K-pop and K-beauty have become increasingly intertwined with brand collaborations.
Amorepacific recently teamed up with mega-band BTS on a Lip Sleeping Mask Lip & Pop edition, released just days after all seven members enlisted in Korea’s mandatory military service.
Meanwhile, last year, Blackpink member Lisa Manobal released her debut make-up collection with MAC Cosmetics, after becoming the first female K-pop star to front the brand in 2020.
