Campaign spotlights the Spa UV Glowing Tone-Up Base with launches in Korea and Japan

fwee, the makeup brand, announced on the 24th that it has tapped Twice member Nayeon as its brand ambassador, unveiling its first campaign. In the accompanying lookbook and video, Nayeon completes her makeup with fwee products, amplifying her distinctive charm.

The campaign leverages Nayeon’s bright, bubbly image and introduces the new Spa UV Glowing Tone-Up Base. In the visuals, Nayeon uses fwee products to create a clean, glass-like complexion, rosy cheeks, and radiant lips, capturing the brand’s mood in a stylish way.

fwee plans to broaden customer touchpoints through campaigns, lookbooks, social content, and events featuring Nayeon, while elevating the brand’s signature color.

The brand explained that selecting Nayeon, a globally influential ten-year idol, aligns with the slogan “Feel Your Moment” and with her wide reach across the MZ generation. Additionally, her use of fwee merch such as key rings and products helped forge a special connection, a factor considered in accelerating overseas expansion.

The Spa UV Glowing Tone-Up Base is described as a foundation-free primer that provides a clean, radiant skin tone and acts as a booster for the next-base products. Given its simultaneous release in Korea and Japan, the brand expects strong synergy with Nayeon’s popularity in both markets.

A brand spokesperson said the new base would launch on November 1 at Olive Young and fwee outposts, with further new product releases planned for the second half of the year, inviting fans to look forward to more moments with Nayeon and fwee.