IVE’s Rei Just Gave This Once-Old-School Beauty Brand a Major Glow-Up

IVE's Rei is putting her own stamp on AGE20'S as the Korean beauty brand enters a new era.

The K-POP star was named AGE20'S' global ambassador in August, becoming the face of the brand's push toward a younger, more global audience. Now, she is front and center at the brand's first pop-up in Seoul's Seongsu district, where AGE20'S is introducing its revamped identity and new beauty lineup.

Rei attended the pop-up's opening event on Oct. 1, appearing in brand visuals and drawing attention to the newly opened "THE AGE20'S HOUSE." The pop-up open until Oct. 11 gave visitors a chance to explore the brand's new products and "Skin First Makeup" concept.

For AGE20'S, Rei represents more than a new campaign face. Known for her distinctive style and global popularity, the IVE member was chosen to help the brand connect with younger consumers while expanding its presence beyond Korea. AGE20'S plans to feature Rei across new visuals, brand content and campaigns in major areas of Seoul and overseas markets.

The partnership also comes as AGE20'S moves away from its long-standing image as a compact foundation brand. Its new "Skin First Makeup" direction combines makeup with skincare-focused benefits, including the Skin First Hidden Prep Foundation Pact.

But with Rei leading the campaign, the biggest change may be how AGE20'S wants to be seen. Rather than relying on its established reputation, the brand is using one of K-POP's trendier faces to introduce itself to a new generation.

If Rei is the face of AGE20'S' new era, the brand clearly wants that era to look very different.