Momo and Sho Hirano Become the Faces of K-Beauty Brand Wonjungyo in Japan

Fans of Korean cosmetics have something to be excited about in May. Featured in new ad campaigns, Number_i’s Sho Hirano and TWICE’s Momo will promote Korean beauty brand Wonjungyo’s first haircare line and the expansion of skincare and makeup selections, respectively.

Wonjungyo

Beauty brand Wonjungyo may be new to the West, but it perks up the ears of Asian makeup enthusiasts. The company founder, makeup artist  Won Jung-yo, has become a power player within the Korean celebrity industry. Serving as the MUA of popular stars such as TWICE and Girls Generation, Won Jung-yo has pioneered makeup trends in Korea — to name a few, the makeup artist made the aegyo sal (under-eye fat) trend one of her signature styles. 

Won Jung-yo is also recognized for making idol makeup and techniques attainable for beauty lovers. Influenced by her sixteen-year-long career, Won cultivated a line of makeup, skincare, and haircare products that make it easy to recreate professional makeup. The texture of her eyeshadow palettes, for example, was designed with aegyosal contouring in mind. Meanwhile, the tone-up base and cushion compact give the skin an idol-like glow. Representing the makeup artist, a letter W adorned with a diamond motif graces the packaging of Wonjungyo’s products. 

Wonjungyo Hair 

Wonjungyo Hair will debut on May 1 as a six-piece hair care line designed to achieve glossy smooth hair with minimal effort. The brand concept can be summarized by the tagline “Hair you want.” The attitude of constantly striving towards the person you want to be and pushing forward towards your goals has been infused into this launch. 

The brand formulated two sets of shampoos and treatments (smooth and moist) for the first launch. Featuring a white-bloom aroma, the “smooth” set eradicates hair knots and tangles on the spot. Meanwhile, the “moist” line targets dryness and drenches the hair in a sparkling pear scent. Wonjungyo Hair will also release additional products such as a weekly concentrate and hair oil. The Weekly Concentrate Treatment provides intensive repair while the Styling Hair Oil adds nuance to hair texture. 

Wonjungyo Hair X Sho Hirano 

To celebrate the haircare line’s debut, J-pop star Sho Hirano — member of the group Number_i — stars in Wonjungyo Hair’s first ad campaign. According to the brand, Hirano was selected as the campaign star because of his ambitious demeanor and “attitude of pushing forward towards his goals.” 

In a set of campaign stills, the camera captured Hirano’s sexy, leading man spirit against a monochromatic background. 

Regarding the campaign, Sho Hirano shared in a press statement, “Won Jeong-yo is a person who creates products with strong commitment, so I am very happy and honored to be able to work with her.”

Wonjungyo Aqua Glue

Achieving a glassy, flawless complexion has to be the bread and butter of Korean beauty brands. As a leading name in the Korean idol makeup industry, Wonjungyo will expand its beauty offerings with the Aqua Glue line. Slated for release on May 31, Aqua Glue consists of a primer and a novel skin pack. 

The Aqua Glue Primer adheres to the skin and wraps the face in a veil of moisture. Featuring artichoke leaf extract, the product formula is designed to hydrate and tighten the skin. The formula also features silica and mica powder to prevent sebum and sweat from breaking through layers of base makeup. 

Perfect for warm months, the Gelato Skin Pack is a limited-edition mask designed to suppress heat and redness before makeup application. As skin temperature greatly affects makeup retention, this item was designed with Won Jung-yo’s method of cooling the skin in mind. The formula features blueberry and aloe vera leaf extract to hydrate the skin. 

Wongjungyo X Momo

It wouldn’t be a Won Jung-yo endeavor without a mention of K-pop powerhouse TWICE. The group’s rapper, singer and dancer, Momo, serves as Wongjungyo’s muse and campaign model since the brand’s debut. Following previous campaigns, the K-pop idol stars in newly released promotional photos supervised by famed art director Yuni Yoshida. 

Aligned with the brand’s signature color, the background and Momo’s clothes are decorated with pink tones. In one of the images, Momo fits herself inside an ornate heart frame. In another, the Japanese idol looks directly into the camera as she poses with champagne flutes that emulate Wongjungyo’s logo. 

Kicking off the season on a high note, Wonjungyo’s new releases are designed for summer beauty desires. Catering to summer needs, the K-beauty brand will launch frizzy hair remedies and skin-cooling products with the help of Japanese stars — and there were no better selections than Sho Hirano and Momo. 

Want more beauty industry news? Check out everything you should know about YSL Beauty’s new Loveshine lipstick here.