The latest news comes from a collaboration between the K-Pop world and the beauty industry. ENHYPEN's Heeseung and Joocyee's collaboration was a huge success, with the launch of Joocyee's sixth anniversary collection, the " Happy Me Day Collection," on August 20, 2025.
As Joocyee's brand ambassador since May 2025, the man whose full name is Lee Heeseung has once again proven his global influence by bringing a message of self-love through this latest campaign. The "Happy Me Day" collection is inspired by the concept of celebration and self-love.
The products released include lip tints and eyeshadows in subtle yet cheerful colors inspired by the simple joys found in everyday life. More than just beauty products, this collection also conveys the message that everyone deserves to celebrate themselves. In this campaign, Joocyee showcases Heeseung with stunning, ethereal visuals.
The main message conveyed is self-celebration, where true beauty comes from accepting, celebrating, and loving oneself as one is. The stage charisma of ENHYPEN's main vocalist, dancer, and center makes this campaign even more powerful and meaningful.
The launch of this anniversary collection immediately received an overwhelming response from fans. Within hours of its release on Taobao (one of China's largest e-commerce platforms), the collection sold over 8,000 units. This set a new record for the Joocyee product line and emphasized Heeseung's influence as a brand ambassador.
In addition to fan support, ENHYPEN's official social media and website also promoted the campaign, further expanding its reach. The group's support significantly expanded the campaign's reach and also emphasized the solidarity among ENHYPEN members in supporting each other's solo activities.
The collaboration between Lee Heeseung and Joocyee for the "Happy Me Day" collection was not only a sales success but also delivered a profound message about self-love. This success is clear evidence of Heeseung's extraordinary appeal, not only as a K-Pop idol but also as a global icon capable of influencing beauty trends.
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