PR88784

NEW YORK, March 31, 2021 /PRNewswire=KYODO JBN/ --

Maybelline New York, the world's leading cosmetics brand, is excited to

announce K-pop band ITZY as the newest global spokesmodels to join the

Maybelline family. Marking the first-ever musical group signed to the brand,

ITZY's members - Yeji, Lia, Ryujin, Chaeryeong, and Yuna - join Maybelline's

diverse talent roster including supermodel Gigi Hadid and actress Storm Reid.

Photo - https://mma.prnewswire.com/media/1477832/Maybelline_New_York_ITZY.jpg

Formed in 2019 and signed by JYP Entertainment, ITZY burst onto the scene by

smashing records with "Dalla Dalla," the quintet's debut single that peaked at

#2 on Billboard's YouTube chart and #1 on iTunes' song chart in twelve regions.

With four albums, a successful reality series, an 11-city showcase tour, and

countless accolades (including 11 Rookie of the Year/Best New Artist awards)

under their belts in just two years, ITZY continues to rise in popularity

around the world. Their upcoming album set to drop on April 30, "Guess Who,"

promises to further cement the girl group as a global force.

Their fans are drawn not only to their statement-making style, smooth dance

moves, and catchy tunes, but the inspiring messages of empowerment that

encourage listeners to be unapologetically themselves. ITZY's slogan, "All in

us," is a reflection of the group's core values, which include self-confidence

and unconditional self-love. These beliefs come through in their music. Each

song carries a message for the world and their fans and aims to inspire people

daily. ITZY's spirit and positive platform sync up with Maybelline's brand

values of confidence, empowerment, and inclusivity.

"I have been watching ITZY's inspiring rise and was drawn to how dynamic they

are both as a group and individuals," says Trisha Ayyagari, Global Brand

President, Maybelline New York. "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!"

As a group that exudes confidence, Yeji, Lia, Ryujin, Chaeryeong, and Yuna

credit makeup experimentation as a way to express themselves in their own

unique way while simultaneously showcasing the personality and power of ITZY.

"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."

ITZY will first appear in Maybelline's Hypersharp Liner, Ultimatte Lipstick,

and SuperStay Foundations campaigns in Asia this spring.

About Maybelline New York

Maybelline New York is the number one cosmetic brand in the world, available in

over 120 countries. By combining technologically advanced formulas with

on-trend expertise and New York City edge, Maybelline New York's mission is to

offer innovative, accessible, and effortless cosmetics for all. In 2020,

Maybelline introduced Brave Together, a long-term program to support anxiety

and depression and help everyone, everywhere to bravely take on their world.

Brave Together provides critical one-on-one support, an online education hub, a

variety of programming to help destigmatize the conversation around mental

health and has committed to donate $10 million over the next five years to

global and local organizations. For more information log on to

www.maybelline.com or www.maybelline.com/bravetogether.

Contact:  

Kristen Tully - KTully@maybelline.com  

Mollie Michelson - Mollie.Michelson@maybelline.com  

SOURCE: Maybelline New York