BTS' Jin's Favorite K-Beauty Brand, Laneige, Launches Custom Lip Mask

TL;DR Laneige, the K-beauty brand favored by BTS’ Jin, is now offering customers the ability to design personalized lip masks.

Laneige officially announced a new interactive feature on July 23, 2026, allowing customers to design their own personalized lip masks. This innovative offering provides users with a unique way to experience the brand's popular lip care products. The new system follows the brand's established reputation for advanced skincare and personalized beauty solutions.

According to Billboard, the custom lip mask experience allows users to tailor their mask to their specific needs and preferences, enhancing the existing Laneige lip care regimen. Official confirmation came via Laneige's website, detailing the process and highlighting the brand’s commitment to customer engagement. The timeline points to a strategic move to capitalize on the brand's association with K-Pop icons, notably BTS’ Jin, who has publicly endorsed Laneige products. Laneige has long been recognized for its innovative approach to beauty, and this new feature represents a further step in that direction.

BTS member Jin’s endorsement of Laneige has demonstrably contributed to the brand’s global recognition, particularly among younger consumers. This partnership aligns with the increasing trend of celebrity-driven beauty endorsements within the K-Pop industry. Laneige's lip masks, known for their hydrating and restorative properties, have gained significant popularity, reportedly selling over 5 million units globally. “We’re excited to offer our customers a truly personalized experience with our lip mask,” a Laneige spokesperson stated. The new custom lip mask feature seeks to further solidify Laneige's position in the competitive beauty market.

This custom lip mask launch signifies a new era of personalized beauty experiences for Laneige consumers. The brand plans to explore additional interactive features in the future, building on this successful launch and the continued support from K-Pop stars like Jin. The initiative demonstrates the evolving intersection of K-beauty, celebrity influence, and interactive consumer experiences.

Frequently Asked Questions

How does the Laneige custom lip mask creation process work?

The new Laneige feature allows users to select ingredients and customize their lip mask formula directly on the Laneige website. Customers can choose from a range of moisturizing and nourishing components to tailor the mask to their specific skin type and preferences, creating a truly personalized lip care experience. Details on the specific ingredient options are available on the Laneige website.

Will this custom lip mask feature be available internationally?

Currently, Laneige has not announced specific details regarding international availability for the custom lip mask feature. However, based on the brand's existing distribution network, it is likely that the service will be rolled out to key markets alongside the initial launch. Fans outside of the initial launch regions are encouraged to monitor Laneige’s website and social media channels for updates.