‘True Beauty’ Star Hwang in Youp Is the New Face of BYS Cosmetics


September 29, 2021
Read Time: 2 minutes

 The newly-minted ambassador is also the face of BYS Skin



Becoming a beauty brand ambassador was definitely in the cards for True Beauty star Hwang In Youp. The emerging South Korean actor has been named the new face of BYS Philippines, kicking off the partnership with an “Uncover Beauty” campaign and the beauty brand’s further foray into skincare.


The link that makes In Youp and BYS a match made in heaven is True Beauty, the 2020 hit series. Here, In Youp plays a love interest of the protagonist Lim Joo‑kyung (Moon Ga-young), a young woman coming to terms with beauty standards and ideals, makeup in tow. 



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With In Youp fronting the campaign, BYS Philippines keeps both makeup and skincare at the forefront, but moves the idea of beauty away from “generations-old perceived perfection.” 


“This story is something that strikes a chord with [the] 2021 campaign,” shared Angie Goyena, General Manager of iFace. “Signing on Hwang In Youp as our endorser is a statement about our stubborn assumptions concerning gender and beauty.”



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The announcement also comes with the introduction of Skin by BYS Minis (P1,799), a smaller serving of the key products from the BYS skincare line. “Skin by BYS Minis is a way not only for you to try a complete Korean skincare routine, but also to discover what wonderfully works without breaking the bank,” the brand shared in a statement. “Moreover, [it’s our] way of making skincare accessible, and beauty more democratized.”


The set features a quick and easy roundup of BYS Skin essentials: the Extra Gentle Milk Jelly Cleanser, the Extra Hydrating Balancing Toner, the Extra Glow Brightening Serum, the Extra Glow Face Cream, the Extra Brightening Eye Cream, and the Extra Effortless Pore Perfecting Sunblock.




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Skin by BYS is exclusively available in-stores at Watsons and The SM Store, and online on AmorfiaWatsons and ShopSM. For the latest news and updates, follow BYS Cosmetics Philippines on Facebook, Instagram, Twitter and TikTok.



Art Matthew Ian Fetalver

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