NINGNING Joins Maybelline New York: A New Era of Beauty and Self-Expression

Maybelline New York just made a power move, and it’s got the beauty world talking. The global cosmetics giant has tapped NINGNING, the unstoppable force behind K-pop sensation aespa, as its new ambassador for North Asia and Southeast Asia.

If there’s anyone who defines confidence, individuality, and bold self-expression, it’s NINGNING. Since her explosive debut in 2020, she’s dominated both the stage and the beauty scene, turning heads with her fearless style and undeniable talent. Now, she’s bringing that same energy to Maybelline, shaping the next wave of beauty trends across the region.

A Match Made in Beauty Heaven

With her dynamic artistry and trendsetting influence, NINGNING is more than just a beauty icon—she’s a movement. Whether she’s rocking futuristic glam or effortlessly cool street style, she makes a statement every time. That’s exactly why Maybelline sees her as the perfect fit.

“We are beyond excited to welcome NINGNING to the Maybelline New York North Asia and Southeast Asia family,” says Bobadilla Juliana, Brand Head of Maybelline North Asia. “Her undeniable impact on pop culture and beauty trends, paired with her confidence and creativity, reflect Maybelline’s brand values.”

For NINGNING, makeup is more than just products—it’s a form of self-expression. “Maybelline has always celebrated individuality and creativity. I am so excited to join the Maybelline family and share my passion for self-expression with my fans across North Asia and Southeast Asia. Makeup has always been a way for me to show who I am, and I can’t wait to inspire others to do the same,” she says.

Kicking Off with a Cult Favorite

As the face of Maybelline New York in North Asia and Southeast Asia, NINGNING is set to headline major product and brand campaigns, starting with one of Maybelline’s biggest bestsellers—the Lash Sensational Sky High Mascara. A beauty essential known for its gravity-defying lift and 24-hour staying power, it’s the perfect match for an artist who’s always reaching new heights.

With NINGNING leading the charge, Maybelline isn’t just launching another campaign—it’s redefining beauty across cultures, encouraging everyone to own their look, their way.