Evan has been officially announced as a brand ambassador for PROYA, a renowned Chinese skincare brand. The announcement, made by PROYA via their official xiaohongshu and Weibo accounts on Wednesday (May 20, 2026), sparked the attention of fans from around the world, who enthusiastically welcomed the collaboration on social media.
Evan, formerly known as Lee Heeseung, is a former member of ENHYPEN with captivating, prince-like visuals that have captured the attention of global fans. Born on October 15, 2001, the man also has a sizable international fan base.
His popularity and renowned elegant image earned him the trust of PROYA as a brand ambassador. PROYA released its latest campaign video with Evan as their brand ambassador. The short video immediately captured fans' attention with its soft, romantic pastel pink visuals.
In the 30-second video, Evan appears in a warm and dreamy style, surrounded by floral decorations, enhancing the sweet atmosphere typical of the 520 campaign ( the Chinese version of Valentine's Day). The gentle gaze and cozy atmosphere create the feel of a personal confession to fans.
The minimalist visual concept combined with PROYA's signature elegant tone further emphasizes the gentle and charming image of the man under the Belift Lab agency. Many fans praised the idol's chemistry with the campaign concept on social media. PROYA itself is a prestigious Chinese skincare brand.
It targets young and upper-middle-class consumers, positioning itself in the premium to mid-premium segment. In recent years, PROYA has solidified its status as a skincare brand with a modern persona through several high-profile, high-profile campaigns with renowned Chinese celebrities such as Jackson Yee and Liu Yifei.
Compared to Judydoll, Perfect Diary, and Flower Knows, which are known for their youthful makeup looks among Gen Z, PROYA is known for its more elegant and mature image, with a primary focus on skincare products. Meanwhile, fans are now looking forward to Evan's latest content and campaigns with PROYA in the near future.
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