Photo Credits: FULLY Starship Entertainment

IVE’s Rei has been officially announced as the new muse for the vegan skincare brand FULLY, a collaboration that perfectly complements her cool yet elegant charm. Known for her unique aura among fourth-generation idols, Rei brings a balance of sophistication and freshness that aligns seamlessly with the brand’s eco-friendly and cruelty-free ethos. FULLY has been gaining momentum in Asia’s beauty scene with its minimalist packaging and plant-based formulations, making Rei’s appointment a natural fit for both her image and the current wave of sustainable fashion and beauty integration within K-pop culture.

Fans were quick to highlight how Rei’s refined visual identity resonates with the clean and natural aesthetic FULLY promotes. Across online fan communities, comments emphasized that Rei embodies a gentle but confident sophistication, qualities that resonate with young consumers navigating both beauty and fashion trends. Many are pointing out that this collaboration highlights how K-pop idols are no longer just global style icons in music or stage outfits but also cultural ambassadors for lifestyle brands that merge youth-driven fashion with sustainable living.

Fashion enthusiasts in Japan noted that Rei’s partnership with FULLY taps into Tokyo’s ongoing minimal-meets-pop trend often seen in Harajuku and Omotesando, where eco-conscious beauty collections are displayed alongside bold streetwear. By aligning with Rei, FULLY gains entry into a market where K-pop idols influence everything from skincare essentials to seasonal wardrobe choices, inspiring consumers to view beauty routines as fashion-adjacent expressions of identity. Rei’s selection may also encourage new cross-border collaborations between Korean idols and Japanese eco-labels—an emerging cultural bridge where K-pop’s global power redefines lifestyle marketing.

The styling choices for Rei’s promotional visuals with FULLY also echo current Japanese fashion micro-trends, incorporating soft neutral tones with statement accessories, an approach loved by younger fans who often tie idol beauty looks to their fashion purchases. On social media, Rei’s look has already sparked discussions on how “natural glow” skincare is becoming just as essential as the latest It-bag or limited-edition sneaker drop. Fans are also curating “Rei-inspired FULLY routines” to pair beauty and fashion into one aesthetic lifestyle package, turning her image into a multi-layered influence that reaches far beyond standard endorsements.

For K-pop fans who often mirror the styles of their favorite idols, Rei’s muse role is expected to spark waves of natural skincare-inspired fashion shoots across fan-run platforms on Instagram, TikTok, and even Japan’s LINE communities. This synergy between vegan beauty and Rei’s dual identity as a Japanese member of a leading K-pop group positions her at the core of an exciting trend where individuality, sustainability, and cultural crossover define what’s fashionable today.

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