In a move that highlights the intersecting worlds of K-pop and K-beauty, popular skincare and cosmetics brand TONYMOLY officially announced Liz, a member of the powerhouse girl group IVE, as its new global brand ambassador on February 26, 2026.
The announcement was accompanied by a stunning visual campaign titled “The Sparkle of Liz,” which quickly took social media by storm.
Liz, known for her doll-like visuals, signature dimples, and powerhouse vocals, is the latest IVE member to land a major solo endorsement, further solidifying the group’s “it-girl” status in the advertising industry.
Capturing the “Glowing” Aesthetic
TONYMOLY, a brand celebrated for its playful packaging and high-quality ingredients, stated that Liz was the perfect fit for their brand identity.
A representative from the brand explained that Liz’s healthy, vibrant energy and her reputation for “effortless beauty” align seamlessly with their new product line, which focuses on skin radiance and “glass skin” finishes.
During the campaign shoot, Liz showcased a variety of looks, ranging from a “pure and innocent” morning aesthetic to a “sophisticated and chic” evening glow.
Reflecting on her new role, Liz expressed her excitement through her agency, Starship Entertainment, stating:
“I have always enjoyed using TONYMOLY products, so it is a huge honor to represent the brand globally. I’m excited to share my own beauty tips and help everyone find their own unique sparkle.”
Her fans, known as DIVEs, have already begun trending various hashtags to celebrate the partnership, noting that the brand’s “bright and bubbly” image perfectly matches Liz’s off-stage personality.
The Impact of the “Liz Effect” on Global Markets
The timing of this partnership is strategic, as IVE continues to expand their footprint in international markets.
TONYMOLY plans to leverage Liz’s massive global following by launching exclusive “Liz Kits” and limited-edition product bundles across Asia, North America, and Europe.
Industry analysts predict a significant “Liz Effect,” similar to the sales spikes seen with other IVE members’ endorsements.
According to reports, the initial campaign images led to a temporary crash of the TONYMOLY website due to high traffic from fans eager to see the full pictorial. The brand’s marketing director commented:
“Liz’s influence transcends music; she is a style icon for Gen Z. We believe her involvement will significantly boost our brand’s appeal to younger consumers worldwide who value both performance and personality in their skincare.”
A Busy Year for the “Golden Voice” of IVE
This solo endorsement comes at a time when Liz is busier than ever. In addition to her new duties as a beauty ambassador, she is currently preparing for IVE’s upcoming spring comeback and their continued world tour.
Her ability to balance the grueling schedule of a top-tier idol with high-profile commercial work has earned her praise within the industry.
As part of the collaboration, TONYMOLY will release a series of “Get Ready With Me” (GRWM) videos featuring Liz, where she will demonstrate the brand’s best-selling products.
Fans are particularly looking forward to seeing her signature looks recreated with the new line.
The campaign’s success is already evident, with many items featured in the teaser images selling out in pre-orders within hours of the announcement.
As Liz begins this journey with TONYMOLY, it is clear that her “sparkle” is only getting brighter, both on stage and in the world of beauty.
