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.
Formed in 2019, 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 reality series, an 11-city showcase tour, and countless accolades under their belts in just two years, Itzy continues to rise in popularity around the world. Their upcoming album, “Guess Who,” is set to release on April 30.
Core Values Shared by Maybelline and Itzy
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. According to the brand, 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," said 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!"
"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," commented 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 debut in Maybelline's Hypersharp Liner, Ultimatte Lipstick, and SuperStay Foundations campaigns in Asia this spring.