On August 19, 2026, major cosmetics manufacturer AGE20’S formally announced that Rei, a Japanese rapper and singer in the hit Starship Entertainment girl group IVE, has been selected as the brand’s newest muse and first-ever global ambassador.
The partnership marks the official launch of a comprehensive, international rebranding initiative scheduled for the second half of 2026.
Through this campaign, AGE20’S aims to transform its brand perception into a modern, skin-first makeup identity capable of capturing the interest of beauty consumers both in South Korea and across diverse global markets.
Rei’s appointment highlights her rapidly rising status as a key trendsetter within the K-pop industry.
Known for her distinctive personal aesthetic, trendy fashion choices, and immense global popularity, the idol brings a fresh, dynamic presence to the cosmetic line.
The collaboration is designed to connect AGE20’S with younger, international demographics while expanding its footprint in high-density commercial districts.
Strategic Rebranding Vision and Global Market Expansion Plan
Under this new global campaign, AGE20’S is restructuring its product marketing strategy around the slogan “Real Beauty, Real Results: The Renewed AGE20’S.”
The brand aims to shift its focus toward innovative, skin-nourishing makeup solutions that emphasize natural glow and healthy skin textures.
A brand official shared the company’s official perspective on the partnership, declaring:
“Together with Rei, who brings a global fandom and a sharp sense of trends, we are ready to reveal a new vision for AGE20’S.
We aim to grow into a makeup brand loved not just in Korea but across global markets.”
To establish this new market identity, AGE20’S is rolling out an extensive, multi-channel promotional campaign spanning digital, physical, and experiential media touchpoints across Asia:
- Digital Media Launch: Rebranding efforts will kick off with high-concept promotional brand films, visual campaigns, and exclusive beauty photo shoots featuring Rei.
- Large-Scale Outdoor Displays: Major outdoor advertisements will be featured prominently across key commercial and cultural districts in Seoul, including high-traffic areas in Gangnam, Seongsu, and Hongdae, alongside subway station media boards.
- Interactive Pop-Up Experiences: The company plans to construct immersive physical pop-up stores to engage directly with consumers, offering interactive product testing and photo opportunities featuring Rei’s campaign visual work.
Rei’s Evolving Role as a Global Fashion and Beauty Icon
Since debuting with IVE in December 2021, Rei has steadily built an impressive individual portfolio across the global fashion and cosmetics sectors.
Her ability to blend playful, youthful charm with high-fashion sophistication has made her a highly sought-after brand model for leading international companies.
Her appointment as the face of AGE20’S represents another significant milestone in her commercial career, following her previous successful global ambassadorships with major makeup lines like LUNA.
As IVE continues to command massive worldwide streaming numbers, chart placements, and stadium concert crowds, Rei’s partnership with AGE20’S is set to anchor a major cosmetic campaign throughout the remainder of 2026.
