FROM LABS, a haircare brand run by The Founders, Lee Seon-hyeong and Lee Chang-joo, is incorporating know-how from skincare brand Anua to launch functional hair products. The brand has selected The Boyz member Jo Yeon as a model and shot a photoshoot and video to promote products designed to keep hair healthy and elastic.

FROM LABS also produced a photoshoot featuring Jo Yeon for a protein adsorption treatment. The product applies hair-absorption protein capsule technology, aiming to improve hair’s internal protein binding by 322% and external protein binding by 497%. After its Olive Young entry, the product expanded its exposure and was launched at Salon HE:ARTS in Cheongdam-dong, Seoul, in September.

FROM LABS stated that Jo Yeon is loved for her soft charm, and plans to roll out on- and offline marketing with Jo Yeon to showcase the technology that delivers true softness.