Laneige Debuts US Eye Patches, Features BTS Jin
K-Beauty brand Laneige debuts its Bouncy & Firm Cooling Hydrogel Eye Patches, featuring BTS star Jin in the launch campaign for the US market starting next month.
Laneige Enters Eye Patch Category with K-Pop Endorsement
Laneige, the K-Beauty skincare brand, has introduced its first product in the eye patch category, the Bouncy & Firm Cooling Hydrogel Eye Patches. To support this launch, K-pop sensation Jin from the group BTS is featured in the brand's new campaign. The campaign video shows Jin applying the eye patches during a flight, then appearing with a refreshed look.
Jin previously served as Laneige's first male global ambassador, having been appointed in 2024 to promote its Cream Skin collection.
Product Composition and Availability
The new cooling hydrogel patches are designed for use on under-eyes and smile lines. They incorporate a blend of ingredients, including microneedling-inspired spicules, PDRN derived from green tea, banana probiotics, caffeine, and niacinamide. Laneige states these patches help visibly smooth, firm, depuff, and refresh tired-looking under-eyes.
The Bouncy & Firm Cooling Hydrogel Eye Patches will become available on Sephora.com and Amazon on 6 October 2026, followed by Sephora stores on 9 October 2026. Consumers can also purchase them through TikTok Shop and Laneige's official website.
Strategic Celebrity Partnership and Ingredient Trend
Jin's return as a global ambassador for Laneige follows the North America leg of BTS' Arirang world tour, which supports their 2026 album. BTS, which debuted in 2013, has achieved global success with millions of records sold. The inclusion of spicules in the new eye patches aligns Laneige with a notable K-Beauty ingredient trend that gained traction in 2026.
This launch strategy highlights the continued influence of K-pop celebrities in driving brand visibility and product adoption within the beauty industry.
Implications for K-Beauty Market Entry
This product launch by Laneige underscores the ongoing strategy of K-Beauty brands to expand into new product formats and ingredient technologies, particularly within competitive Western markets like the United States. Leveraging a high-profile K-pop artist like Jin provides a significant advantage in rapidly building consumer awareness and trust for new category entries.
For brand teams, such partnerships demonstrate an effective model for driving market penetration, while the integration of trending ingredients like spicules reflects a responsiveness to evolving consumer demands for advanced skincare solutions.
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