AGE20’S Appoints IVE’s Rei as Global Ambassador

AGE20’S, known as a 'skin-first makeup brand', has announced the appointment of Rei from the popular K-POP group IVE as its global ambassador, marking the beginning of its global rebranding efforts set to commence in the latter half of 2026.

This initiative aims to build a new brand image and universe as a 'skin-first makeup brand', leveraging Rei's trendy sensibility and influence to expand connections with both domestic and international consumers.

Rei enjoys significant recognition and a strong fan base not only in South Korea but also in overseas markets. Her bright and sophisticated image, combined with her unique stylistic approach, resonates well across various consumer demographics.

Starting in the latter half of 2026, AGE20’S plans to launch a rebranding campaign alongside Rei. This will include the release of brand films and photo shoots, and extensive out-of-home (OOH) advertising in key commercial districts such as Gangnam, Seongsu, and Hongdae, as well as in subway stations. Additionally, the brand will operate pop-up stores to actively promote its new brand image.

Future marketing activities with Rei will progressively extend beyond South Korea to target global markets, aiming to attract a younger consumer demographic and broaden connections with international consumers. The strategy is set to reinforce AGE20’S distinct positioning as a 'skin-first makeup' brand.

According to a brand representative from AGE20’S, the collaboration with Rei, who possesses global fandom and a trendy sensibility, will introduce a new brand image. The company aims to communicate its 'skin-first makeup' values through various content and comprehensive online and offline campaigns, striving to establish AGE20’S as a beloved makeup brand beyond domestic borders.