K-Beauty Skincare Brand Purique Strikes JL Endorsement Deal

K-beauty skincare brand Purique has struck a global endorsement deal with AHOF member JL. 

The campaign began with an advertisement that highlights stylish makeovers led directly by JL, who personally guides models through striking before-and-after changes. 

The 21-year-old Filipino singer and dancer who first debuted as an idol in the Philippines, broke into South Korea through a talent reality SBS show ‘Universe League’  and later debuted as a member of the emerging K-pop band AHOF that was formed through the show. 

Emulating similar deals in the realm, the partnership between JL and Purique is meant to focus on branded content that leaves an indelible impression on a youthful audience.  

According to ASN data, FMCG/Cosmetics & Toiletries industry has invested US$259.2m+ in the Asian sponsorship landscape since Q422, with an average quarterly investment of almost US$23.5m during this period. The forecast for Q325 is tipped to hit US$21m, close to the average quarterly investment, after a muted first half of 2025 which only saw an investment of US$21.4m. The top four markets for investment continue to be China (54.3%),  India (14.6%), Japan (13.3%) and South Korea (6.7%).