IVE’s youngest member is adding yet another beauty title to her ever-growing résumé. IVE’s Leeseo has been selected as the new muse of a beauty brand, showing off her lovely charm, after makeup brand LIZDA unveiled her pictorial on May 29 and announced the news. For a 19-year-old who has steadily become one of K-pop’s most sought-after fresh faces, the partnership feels like a natural fit — and global fans are already buzzing.
Why LIZDA Picked Leeseo
Skincare-focused makeup brand LIZDA welcomed IVE’s Leeseo as its new brand muse, having built a distinctive identity around base makeup products centered on a comfortable feel and natural skin expression. The brand isn’t a random newcomer, either. LIZDA became known for products used at Cheongdam-dong makeup shops during the pre-makeup steps for idols and actors, expanding brand awareness around its so-called “idol prep” primer line.
According to the brand, the casting came down to a clear visual and conceptual match. A LIZDA representative said Leeseo’s clear, healthy image and lovely mood align well with the brand’s direction, adding that they aim to lead the global K-beauty market alongside their global muse. The muse selection has drawn attention precisely because the clear, healthy skin expression LIZDA pursues blends naturally with Leeseo’s signature transparent and lovely aura.
The Campaign: “Idol Prep” Goes Global
This isn’t just a one-off pictorial. Leeseo plans to fully roll out a global IMC campaign for the “idol prep” primer line that completes well-prepped, makeup-friendly skin, sequentially unveiling pictorials, campaign content, and new product visuals as she continues her work as brand muse. In other words, expect a steady drip of polished visuals across LIZDA’s official channels in the coming weeks.
The brand is leaning into its momentum, too. LIZDA recently held its first offline project at “AZIP Seongsu,” a new K-culture hub and brand archive space in Seongsu-dong, presenting a range of brand experiences. Pairing that experiential push with a globally recognizable idol muse signals LIZDA’s ambition to scale beyond Korea.
As for the debut shoot itself, fans got exactly the kind of imagery they’d hoped for. In the pictorial released with the muse announcement, Leeseo captured attention with a clear, transparent visual against a pink-toned backdrop, completing a pure yet lovely atmosphere through subtle makeup and natural hair styling while revealing her lively, trendy charm.
Leeseo’s official “ATTITUDE” fancam shows off the bright, fresh energy brands love (Video: KBS K-POP/YouTube).
A Rising K-Beauty Favorite
Leeseo’s LIZDA deal is the latest chapter in a busy run of endorsements. She has been the brand ambassador of Korean beauty brand “THE SAEM” since August 1, 2025, and a brand ambassador for National Geographic Apparel since December 22, 2025. Earlier in her career she also built fashion credibility as a brand ambassador for North Face Korea since August 17, 2023. Beyond the campaigns, there’s a personal angle that makes beauty work feel on-brand for her — she really likes perfumes, prefers sweet scents, and likes applying fragrances according to the season.
Balancing Beauty and a Busy IVE Schedule
The new muse role lands during one of IVE’s most active stretches. Leeseo’s group IVE released its fourth Japanese mini album “LUCID DREAM” on May 27. The timing is no coincidence: IVE successfully wrapped the Kyocera Dome Osaka stop of its second world tour “SHOW WHAT I AM” and dropped the new album in Japan ahead of a return to Tokyo Dome in June.
With a major tour, a fresh Japanese release, and a flurry of beauty and fashion campaigns all happening at once, Leeseo is proving she can carry both the stage and the spotlight. For LIZDA, betting on a globally rising “wannabe” idol could be exactly the boost it needs to make its mark on the international K-beauty stage.
Sources: Sports Khan, eNet News, Kpop Profiles, KBS K-POP.
