BTS Jin Becomes LUCIDO-L Ambassador: Japanese Haircare Brand Taps K-Pop Star for New Campaign
The BTS member joins Japan's leading beauty brand for their Re: series, adding another major endorsement to his growing portfolio
BTS member Jin has landed another major brand partnership, this time with Japanese haircare company LUCIDO-L. The announcement came on September 16, 2025, when the Mandom Corporation-owned brand revealed Jin as their new global ambassador for the Re: series product line.
Campaign Details and Launch
LUCIDO-L officially announced BTS' Jin as the new ambassador for their new Re: series on September 16, 2025, releasing an advertisement film and accompanying posters featuring the BTS idol. The campaign includes a 30-second commercial, behind-the-scenes footage, and a personal message from Jin himself.
A special promotional campaign will run from October 14 to November 30, titled "Win Original Lucido-L Jin Items! Receipt Entry Campaign." Fans can win limited-edition merchandise including postcards, stickers, and product bundles by purchasing eligible items.
About LUCIDO-L and Mandom Corporation
LUCIDO-L, established in 1993, is part of Mandom Corporation, an Osaka-based manufacturer founded in 1927 that specializes in hair care, skin care, perfumes and deodorants. Since its launch in 1993, LUCIDO-L has continued to provide products which catch up with the trends, focusing on trendy hairstyles and solutions for everyday hair concerns.
The brand has historically worked with notable Japanese celebrities, making Jin's appointment significant for their international expansion strategy.
Jin's "Sold Out King" Reputation
Jin has earned widespread recognition for his ability to drive product sales across multiple industries. Fans have affectionately dubbed Jin the "Sold Out King", as everything he endorses or even wears in public reportedly sells out within minutes.
Recent examples include:
Current Brand Portfolio
Since completing his military service in June 2024, Jin has secured partnerships with several major brands:
- Gucci: Global Brand Ambassador (August 2024)
- FRED Jewelry: Officially appointed as the Fred Jewelry brand ambassador on July 8, 2024
- LANEIGE: Global beauty brand LANEIGE has appointed BTS Jin as its new global ambassador - their first male ambassador
- Ottogi: The Epiphany singer was named Ottogi's Global Ambassador on February 26, 2025
Market Impact
While announcing the idol as the new ambassador, Lucido-L praised his global influence and personal charm, stating that his positive attitude of letting his individuality shine through coincides with Lucido-L's philosophy of "enjoying your own unique hairstyle freely."
The partnership represents Jin's continued expansion into the Japanese market, where fans have confirmed his popularity multiple times through his songs played in stores and extensive merchandise availability.
This latest endorsement reinforces Jin's position as one of the most sought-after brand ambassadors in Asia, with companies recognizing his ability to reach global audiences while maintaining authentic appeal across different demographics.
