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The K-Beauty Brand Used by BTS’ Jin Is Letting You Create Your Own Lip Mask
Laneige, the K-beauty brand behind the viral Lip Sleeping Mask, has launched a customisation experience letting shoppers mix their own personalised lip mask blend. The tool, first introduced at the brand's Seoul flagship store, is now available to US customers exclusively via Amazon, reflecting a wider push in the beauty industry towards personalised products.
Customers choose two flavours from five options — Champagne, Blue Cream Soda, Sweet Candy, Lemon and Orange — which are digitally blended before the £22-ish ($28) custom overnight mask is added to their cart. The formula contains Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter. The launch continues Laneige's celebrity-driven marketing strategy, following its ambassador deals with BTS' Jin (its first male ambassador, signed in 2024), Sydney Sweeney (global ambassador since 2022) and K-pop group KATSEYE, alongside a past collaboration with Baskin-Robbins.
In short
- Laneige launches customisable Lip Sleeping Mask experience exclusively on Amazon
- Shoppers blend two of five scents into a personalised mask
- Follows Laneige's celebrity tie-ins with BTS' Jin, Sydney Sweeney and KATSEYE
Explained simply
Laneige is a South Korean beauty brand that has achieved global success through viral skincare products. The company is particularly known for its Lip Sleeping Mask, an overnight lip treatment that has gained widespread popularity on social media.
The brand has recently launched a tool allowing customers to create their own lip mask by choosing from five flavour options, which are then blended together to form a tailored product. This reflects a broader shift in the beauty industry towards made-to-order items and bespoke formulations rather than standard offerings for all consumers.
Laneige has built its international reach through strategic celebrity endorsements, with ambassadors including members of K-pop groups and other prominent figures. The customisation feature illustrates a growing strategy in beauty marketing that combines product innovation with celebrity partnerships.