Local beauty brand YOU Beauty has decided to end its collaboration contract with Kim Soo Hyun. The news was announced following a press conference held by the Korean drama star Queen of Tears on Monday March 31, 2025.
Over the past few weeks, Kim Soo Hyun has been embroiled in public controversy over his romantic relationship with the late Kim Sae Ron. Kim Sae Ron's family revealed that the two began dating when the actress was 15 years old, while Kim Soo Hyun was 27.
The public's view of South Korea's highest-paid actor has changed. Kim Soo Hyun has been labeled a pedophile. His interactions and interviews with several child actresses on set have once again become the focus of Korean netizens.
One by one, the brands that recruited Kim Soo Hyun as their models and brand ambassadors have taken firm steps by terminating their contracts. Including Shinhan Bank, Prada, Tous Les Jours, Homeplus, Shabu All Day, Dinto, Jo Malone London, and Cuckoo China.
Kim Soo Hyun's fan meeting event scheduled for this month by 7-Eleven Taiwan was canceled. On Tuesday April 1, 2025, it was the turn of local beauty brand YOU Beauty to terminate its collaboration contract with Kim Soo Hyun.
The actor is no longer a brand ambassador. Promotional materials containing his photos are gradually being removed. "YOU is always committed to supporting every YOUniquer, by prioritizing the well-being and interests of all women.
We want to encourage every woman to be confident and live a life full of passion, in accordance with the values ​​we uphold. Therefore, we do not tolerate any actions that go against these values."
"After careful consideration, we have decided to end our partnership with Kim Soo Hyun. In addition, following numerous requests from YOUniquers, we have gradually deleted all materials related to Kim Soo-hyun and will take legal action if necessary.
Thank you for your support and trust in YOU," the brand said on its official Instagram account. During a press conference with his attorney, Kim Soo Hyun again denied that he dated Kim Sae Ron when she was a minor.
He said that a series of chat evidence and photos released by his family were fabricated. Not only that, Kim Soo Hyun filed a lawsuit for 12 billion won against Kim Sae Ron's family and YouTuber Garosero Research Institute.
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