A SOUTH Korean actor who starred in a TV drama about romance and makeup is the new face of BYS Philippines.

Hwang In-Youp was chosen for the makeup and skincare brand’s “Uncover Beauty” campaign which says beauty is more about individuality and self-awareness and less a matter of perceived perfection.

Hwang In Youp initially pursued modeling before making his acting debut in the webdrama, W.H.Y, followed by TV dramas including Freshman (2019), The Tale of Nokdu (2019), and 18 Again (2020).

The actor gained further recognition in True Beauty (2020), which is based on the Line Webtoon of the same title. The show features a young girl who uses makeup to express herself. In the series, Mr. Hwang plays one of her love interests who sees and falls for her despite the fact that she is ridiculed by their peers because of her use of makeup.

“This story is something that strikes a chord with our 2021 campaign, Uncover Beauty,” iFace General Manager, Angie Goyena said in a statement. “Signing on Hwang In Youp as our endorser is a statement about our stubborn assumptions concerning gender and beauty. This is an opportunity for us to smash stereotypes and shift away from standards, as well as be that voice to help shape the way we see beauty.”

The launch of Hwang In-Youp as the brand’s endorser also comes with the introduction of Skin by BYS Minis, a skincare line that was originally launched in April 2021.

The Skin by BYS Minis (P1,799) contains what the brand calls “Botaniceutical Plus — 10” or naturally derived ingredients with brightening, anti-aging, and antioxidant benefits.

The products in the Minis set are: Extra Glow Brightening Serum, Extra Glow Face Cream, Extra Brightening Eye Cream, and Extra Effortless Pore Perfecting Sunblock with broad-spectrum SPF 50 PA+++.

The serum, face cream, and eye cream have been reformulated to add BuleResisterWE, a polyphenol component of wine that aids in protection against exposure to the high-energy blue light emitted from screens, which cause premature aging.

Along with the six products, the set also comes with two limited-edition Hwang In Youp photocards.

Skin by BYS is available at Watsons, The SM Store, and online on Amorfia, Watsons and ShopSM. —  Michelle Anne P. Soliman