Lifepharm is an inner beauty brand in South Korea. Rather than topical cosmetics, the brand promotes products that can be ingested for better health and subsequently skin.
Inner beauty is a hot topic in South Korea as many are trying to improve their overall health and appearance through what they put into their body rather than on it. Lifepharm was previously modelled by top tier actress, Han Ye Seul.
The brand however, recently teased a new model on their Instagram @lifepharm_kr, with a blurred out photo of a boy.
The brand gave fans three hints, although it was already rather obvious! Their new muse was “blond, a genius idol you can trust in, and a puppy.”
Sure enough, EXO‘s Baekhyun was revealed on the brand website as their new model.
Although their products are a little on the pricey side, it seems that fans have their interest piqued due to the young star. The change in model is quite sudden, especially given that it went from a female actress to a male idol, but fans are loving it nonetheless.