TonyMoly selects IVE’s Liz as new brand model

▲ This photo provided by global beauty brand TonyMoly shows Liz of K-pop girl group IVE, dubbed its new brand model. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Feb. 27 (Yonhap) -- Global beauty brand TonyMoly said Friday it has selected Liz of K-pop girl group IVE as its new brand model.

The company has recently promoted its brand slogan “Be Uncommon,” which carries the message that “being your most authentic self is the most special,” emphasizing individuality in beauty.

Liz has garnered strong support from global fans and Generation Z with her confident yet natural charm, demonstrating both charisma on stage and a friendly image in everyday life. The company said her appeal of authenticity aligns well with TonyMoly’s brand direction and will help convey the value of differentiated beauty more clearly.

TonyMoly expects Liz’s trendy image to attract not only MZ consumers but also a broader range of customers. The company said it aims to strengthen its brand influence as it seeks to leap forward as a global beauty brand by delivering its products with sincerity.

Marking its 20th anniversary in July, TonyMoly plans to further solidify its brand identity through various campaigns.

Starting Wednesday, the company will sequentially unveil campaigns featuring Liz for its signature products, including “Wonder Ceramide Mochi Toner,” “Perfect Lips Shocking Lip” and “Get It Tint Waterful Syrup,” through its official social media channels.

A TonyMoly official said Liz’s clear and lovely image is expected to match well with the brand, adding the company will create positive synergy with her while showcasing a new side of TonyMoly in celebration of its 20th anniversary.

Meanwhile, IVE has been actively promoting, releasing its pre-release track “BANG BANG” and dropping its second studio album, “REVIVE+,” on Monday.

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