Dr.Jart+ Names Yoonchae Its First North America Muse

Founded in Seoul in 2005, Dr.Jart+ established its identity through dermatology-inspired skincare and experimental visual communication. Yoonchae's appointment introduces that heritage to a generation increasingly familiar with Korean beauty through music, social media and global pop culture. As a Seoul-born performer whose career developed within KATSEYE's international lineup, she embodies the cultural exchange that has helped Korean beauty reach audiences across continents.

The campaign places particular emphasis on the brand's Premium BB Cream, a product associated with the early international expansion of Korean complexion cosmetics. Its updated formula contains 2% niacinamide and glycerin, ingredients incorporated to support hydration and the skin barrier. Offering SPF 30 protection and coverage with a natural, luminous finish, the product is available in eight shades, retailing for $49 per 40ml bottle in the United States.

Through behind-the-scenes footage, user-generated content and a documentary-style video, the digital-first campaign follows Yoonchae's demanding schedule while presenting BB Cream as part of her everyday routine. The partnership also reflects her personal approach to beauty. Having grown up in Seoul, Yoonchae has maintained a strong interest in skincare alongside her experimentation with different makeup styles since moving to Los Angeles.

The choice of ambassador carries significance beyond celebrity recognition. As KATSEYE's international popularity expands, Yoonchae provides Dr.Jart+ with a connection to audiences whose understanding of Korean culture is shaped by both global entertainment and personal identity. Her appointment also arrives as hybrid complexion products gain renewed relevance within skin-first beauty conversations.

For Dr.Jart+, collaboration brings a familiar product into a contemporary cultural setting. Its next chapter in North America draws upon the same Korean beauty heritage that helped establish the brand two decades ago, now communicated through a generation capable of carrying that identity across borders.