Fresh taps K-pop group Cortis as brand ambassador
LVMH-owned skincare brand Fresh has appointed South Korean boy band Cortis as its new brand ambassador, marking a crossover between natural skincare and K-pop music. The five-member group — formed by Big Hit Music, the label behind BTS — debuted August 18, 2025. Cortis will front Fresh’s Kombucha Facial Treatment Essence and new Kombucha Antioxidant UV Defense sunscreen under the “Go Wild with Fermentation” campaign. The brand said the partnership positions skincare as a form of self-expression and confident self-care.
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