Aju Business Daily

SEOUL -- KLAVUU, a premium K-beauty brand which is gaining attention abroad for products containing natural pearl extracts from clean waters, has picked Rowoon, a member of K-pop boy band SF9, as its endorsement model targeting foreign consumers.

Backed by the global popularity of Hallyu (Korean cultural wave), K-beauty products have secured a strong presence in the global market. By using the pure and clean image of Rowoon, who is popular especially in China and Southeast Asia, KLAVUU hopes to boost its overseas brand recognition and market performance.

"We think that Rowoon's performance and value match a model that can encompass customers from overseas markets," KLAVUU CEO Kim Hyun-bae said, adding the company would create positive synergy by carrying out a variety of promotions involving the 23-year-old singer.

KLAVUU enhanced its brand recognition first from young consumers in South Korea for unique whitening cosmetics that used pearl extracts. Pearl is one of those time-tested skincare ingredients that have been used for centuries to brighten and hydrate the skin.

Dubbed the "actress cream," KLAVUU's makeup base "White Pearlsation Ideal Actress Backstage Cream" is selling well at offline cosmetics stores. The company has released color makeup products targeting consumers at home and abroad.

Rowoon debuted in October 2016 as a member of SF9 formed by FNC Entertainment. When he is not involved in band activities, Rowoon seeks an acting career. He played his first leading role in MBC's 2019 fantasy romantic comedy-drama "Extraordinary You." SF9 made a comeback in early January with the group's first studio album "First Collection" with the title track "Good Guy."