Guerlain has appointed South Korean actress Song Hye-Kyo as its new Asia Pacific Ambassador, marking a significant milestone in the brand’s ongoing commitment to empowering women and celebrating singular beauty. Hye-Kyo, known for her timeless elegance and star power, will front the brand’s Rouge G lipstick in shade 518 Le Rose Blush as part of the brand’s latest campaign.
Guerlain’s decision to appoint Hye-Kyo reflects its mission to combine innovation with tradition, aligning perfectly with the actress’s graceful and sophisticated image. The French beauty house shared the announcement in January, teasing the new partnership with a social media post that read “New Year, new Ambassador.” Hye-Kyo expressed her excitement over the collaboration, sharing her thoughts in a comment to Lifestyle Asia: “I am happy to be the new ambassador of Maison Guerlain. This house is the quintessence of timeless elegance, combining innovation with tradition. I am excited to start this journey with Maison Guerlain.”
Guerlain Appoints South Korean Actress Song Hye-Kyo as New Ambassador as part of their broader vision to elevate the brand in the Asia Pacific region. Hye-Kyo’s appointment is in line with the company’s dedication to selecting ambassadors who truly embody their values of confidence, elegance, and exceptional beauty.
Gabrielle Saint-Genis, CEO of Guerlain, praised Hye-Kyo’s contributions to the world of film and culture, noting that her strength and talent exemplify the brand’s image of modern femininity. “Guerlain has always partnered with artists from around the world who passionately embody its values of elegance, confidence, and singular beauty,” Saint-Genis said. “I am thus very proud to welcome in our family Song Hye-Kyo, a strong woman, a very talented artist, a cultural figure and an icon of her industry who epitomizes a resolutely contemporary femininity.”
The beauty industry has increasingly tapped into South Korean celebrity power in recent years, with brands recognizing the influence and global appeal of figures like Hye-Kyo. For example, in 2024, Estée Lauder appointed singer Lee Ji-eun, known as IU, as its first-ever Korean Global Brand Ambassador, further highlighting the impact of South Korean talent in the beauty sector.
Additionally, Hanni, a member of K-pop group NewJeans, became Gucci Beauty’s brand ambassador last year, expanding on her existing partnership with the fashion house.
As Guerlain continues to align itself with global icons like Song Hye-Kyo, the brand strengthens its position as a leader in luxury beauty and empowers women worldwide with its message of timeless beauty and innovation.
