BTS's Jin Fronts Laneige's First Eye Patch Launch at $27
Laneige debuts in eye patches with $27 Bouncy & Firm Hydrogel Patches fronted by BTS's Jin, with 100% of 32 subjects showing reduced under-eye puffiness after one use.
Updated
The takeaway
- Bouncy & Firm Cooling Hydrogel Eye Patches retail at $27 and mark Laneige's first entry into the eye patch category.
- After one 20-minute use, 100 percent of 32 subjects showed improved under-eye puffiness; after two weeks, 96 percent saw reduced dark circles.
- The patches contain plant-derived PDRN, caffeine and niacinamide, with melting spicules inspired by microneedling; distribution expands to Sephora.com, Amazon and Sephora stores October 6-9.
Laneige has entered the eye patch category for the first time with Bouncy & Firm Cooling Hydrogel Eye Patches, priced at $27 and fronted by BTS's Jin, the brand's first-ever male global ambassador since 2024.
The campaign arrives directly after BTS's "ARIRANG" World Tour. It follows Jin from an in-flight nap to a red carpet moment, eye patches presumably tucked in his carry-on, while reinforcing Laneige's position as one of the biggest names in Korean skincare.
The product takes its inspiration from microneedling. Each patch functions as a small serum reservoir: a double-sided, embossed design hugs the eye contours while melting spicules help plant-derived PDRN, caffeine and niacinamide penetrate deeper than a standard flat patch allows. Laneige says the formula visibly lifts and smooths fine lines and reduces puffiness in 20 minutes. The patches also work on smile lines.
The brand's clinical data supports those claims. After a single 20-minute use, 100 percent of the 32 subjects tested showed improved under-eye puffiness. After two weeks of use, 100 percent saw a visibly lifted eye area with less noticeable wrinkles, and 96 percent reported a reduction in dark circles.
Distribution is staged. The patches launched exclusively on TikTok Shop and LANEIGE.com. Sephora.com and Amazon add the product on October 6, followed by Sephora stores on October 9.
The combination of Jin's ARMY fan base and Laneige's existing cult status points to fast sell-through once the retail doors open in October.
Source: NewBeauty; Source: go.skimresources.com
Grace Kim
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Correspondent covering media and advertising at Eurasian Beauty Journal.
