IVE member Leeseo has been officially named the new global muse for makeup brand Lizda. The announcement, made on May 29, comes with a stunning set of promotional images that perfectly capture the idol’s signature fresh-faced charm.

Lizda, known for its focus on clean, healthy skin expressions, said Leeseo’s transparent, lovable vibe aligns naturally with the brand’s philosophy. “Her clear and healthy image, combined with that lovely mood, fits our direction perfectly,” a brand representative noted. The partnership kicks off with Iseo fronting the “Hwajalmeok” (well-fed skin) Idol Prep Primer line in a full-scale global IMC campaign. Fans can expect a steady rollout of high-quality visuals, product tie-ins, and campaign content in the coming weeks.

The released photos show Leeseo radiating effortless beauty against a soft pink backdrop. With subtle, natural makeup and flowing hair, she exudes a youthful, radiant glow that’s both innocent and trend-forward qualities that have made her a “wannabe” icon for fans worldwide.

This collaboration arrives at an exciting time for the 2003-born star and her group. IVE just dropped their fourth Japanese mini-album LUCID DREAM on May 27 and wrapped a successful stop on their ongoing world tour SHOW WHAT I AM at Osaka’s Kyocera Dome. A return to Tokyo Dome is already on the horizon, underscoring the group’s strong momentum in Japan.

Industry watchers see strong potential in the pairing. Leeseo’s rising profile as a complete performer vocalist, dancer, and visual brings authentic star power to Lizda’s push into international markets. For Iseo, the deal represents another step in expanding her individual influence beyond music.

As K-pop idols increasingly shape global beauty trends, partnerships like this highlight the seamless blend of entertainment and lifestyle branding. Leeseo’s fresh appeal is expected to help Lizda stand out in a competitive field while giving fans new ways to connect with their favorite member.

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