PARIS — The K-pop wave is lapping the prestige beauty industry, as Armani beauty signs on Hanni, the lead singer of NewJeans, to be its newest global makeup ambassador.

She is going to first appear in campaigns for the brand’s latest Power Fabric+ Foundation, starting in April, and Lip Maestro Satin lipstick, starting in May.

“Hanni is a really young artist with an incredible expressive power and an irresistible and charming individuality — a contrast that I find interesting,” said Giorgio Armani, in a press release. “She has personality, which for me is essentially the most fascinating trait, at all times.”

Hanni chimes with the Armani brand ethos, in response to Véronique Gautier, Armani beauty global president at L’Oréal.

“The Armani brand has something very interesting and quite paradoxical: It’s the champion of timelessness, nevertheless it’s also the champion of being at all times in tune with the times, with the now,” she said.

Hanni is certainly very much of the now, as a swiftly rising star in K-pop, a genre red hot on the music scene around the globe today.

Sometimes known as the subsequent Blackpink, NewJeans is a five-member girl group that released its first single, “Attention,” in July 2022. That notched up greater than 1.3 million views in lower than 24 hours.

NewJeans, which set the record for the best pre-order volume for a K-pop girl group’s album, has subsequently racked up 5.1 million followers on TikTok, where it has garnered 8.2 billion views under #NewJeans, and 5 million followers on Instagram.

Also on TikTok, #Hanni has had 1.6 billion views.

Last week, NewJean’s “OMG” title track debuted as number 91 on Billboard’s weekly Hot 100 rating within the U.S., making it the fastest K-pop group to make multiple entries on that chart. NewJeans is the third K-pop group ever to spend three weeks on the Hot 100, after BTS and Blackpink.

NewJeans won the Best Latest Artist/Top 10 Artist on the 2022 Melon Music Awards and was nominated in five categories, including Artist of the 12 months, on the MAMA Award 2022.

Hanni is fronting Power Fabric+, a serious launch for Armani in China this 12 months. It was introduced first in 2022 in Korea, where it climbed into the top-10 rating for foundations.

“This formula is a revolution,” said Gautier. “We pushed again the long-wear efficacy of Power Fabric, with a skinny, invisible feeling, and luxury.”

The Maestro Satin lipstick, with its thin film coverage, has long-lasting, vibrant color and a latest applicator, the manager said.

Beside Hanni, other Armani beauty faces and ambassadors — each established and rising talents — include Cate Blanchett, Tessa Thompson, Sydney Sweeney, Zhong Chuxi, Jackson Yee, Regé-Jean Page and Barbara Plavin.