LIZDA Appoints IVE's Leeseo as Global Muse, Eyeing New K-Beauty Heights

Skincaring makeup brand LIZDA has officially announced the appointment of Leeseo, a member of the popular K-pop group IVE, as its new global brand muse.

LIZDA has built a distinctive brand identity by focusing on base makeup products that prioritize skin comfort and a natural finish. In particular, its primer line—widely known as 'Idol Prep' in the elite makeup salons of Cheongdam-dong—is highly regarded by professional artists as an essential step for idols and actors to achieve flawless makeup application.

The decision to appoint Leeseo was driven by her transparent, healthy image and lovely aura, which perfectly resonate with LIZDA's pursuit of 'skincaring makeup.' As a global trendsetter, Leeseo is expected to effectively communicate the brand's message of achieving a 'makeup-ready' complexion.

Starting with this new partnership, LIZDA will launch a full-scale global Integrated Marketing Communication (IMC) campaign for the 'Idol Prep' primer line. A series of pictorials, campaign contents, and new product visuals featuring Leeseo will be released in the coming months.

Furthermore, LIZDA recently completed its first offline project at 'AZIP Seongsu,' a K-culture hub in Seoul. The brand intends to strengthen its global competitive edge through innovative offline spatial marketing combined with diverse online activities.