Much like his character in the 2020 television series “True Beauty”, this rising Korean drama star encourages everyone to care and love their true self.
BYS Philippines has tapped Hwang In-youp to be the face of the brand and its 2021 campaign, Uncover Beauty, with its makeup and skincare lines at the forefront.
“Loving yourself harder through your skincare routine allows you to become comfortable in the skin you are in. Discovering your creativity through makeup also means revealing what makes you, you,” the brand said in a statement.
In-youp initially pursued modeling before making his acting debut in the web drama, “W.H.Y.” He then appeared in TV dramas “Freshman” (2019), “The Tale of Nokdu” (2019), and “18 Again” (2020).
He gained further recognition in “True Beauty”, based on the Line Webtoon of the same name. The show features a young girl who uses makeup to express herself. In-youp plays one of her love interests (Han Seo-jun) who sees and falls for the lead despite the latter being ridiculed by their peers because she is perceived as ugly.
“This story is something that strikes a chord with our 2021 campaign, Uncover Beauty,” said Angie Goyena, general manager of iFace.
“Signing on Hwang In-youp as our endorser is a statement about our stubborn assumptions concerning gender and beauty. This is an opportunity for us to smash stereotypes and shift away from standards, as well as be that voice to help shape the way we see beauty,” she added.
Coinciding with the launch of Hwang In-youp is the introduction of Skin by BYS Minis, the mini, travel-size version of the brand’s first skincare line formulated with Botaniceutical Plus-10.
The Skin by BYS Minis set (P1,799) includes Extra Gentle Jelly Cleanser, Extra Hydrating Balancing Toner, Extra Glow Brightening Serum, Extra Glow Face Cream, Extra Brightening Eye Cream, and Extra Effortless Pore Perfecting Sunblock with SPF 50 PA+++.
According to BYS Philippines, the line’s serum, face cream, and eye cream have been reformulated to add “BuleResisterWE”, a polyphenol component of wine that aids in protection against exposure to the high-energy blue light emitted from screens, which causes premature aging.
Along with the six products, the set also comes with two limited edition Hwang In-youp photo cards.
Skin by BYS is exclusively available at Watsons, The SM Store, and online on Amorfia, Watsons, and ShopSM.