Jin Fronts Laneige's First-Ever Eye Patch Launch

BTS's Jin returns as Laneige global ambassador to front the K-beauty brand's debut eye patch, a spicule-powered hydrogel patch priced at $27.

Laneige has officially entered the eye patch category for the first time with its Bouncy & Firm Cooling Hydrogel Eye Patches, and the brand has tapped BTS's Jin to front the launch campaign, as reported by NewBeauty, Cosmetics Business and Hypebae. Jin, who became Laneige's first-ever male global ambassador in 2024 while promoting the Cream Skin collection, returns for the new campaign following the North America leg of BTS's ARIRANG World Tour. In the campaign video shared on social media, he is seen using the patches on a flight before appearing fresh and glowy on a red carpet, underscoring the depuffing and firming message from morning to night.

The surprise for beauty watchers is the category debut itself: Laneige is one of the biggest names in Korean skincare, yet until now it had never made an eye patch, according to NewBeauty. The launch also lands at a moment when spicules — the microneedling-inspired ingredient Cosmetics Business flags as primed to break through in 2026 — are moving from niche K-beauty circles into mass-retail products. Pairing a first category entry with a returning superstar ambassador whose ARMY fan base spans the globe suggests Laneige intends the patches to be an event, not a quiet shelf addition, and Cosmetics Business notes the campaign marks Jin's return after the world tour.

The patches are inspired by microneedling and built like tiny serum reservoirs, with a double-sided, embossed design that hugs the eye contours while melting spicules help plant-derived PDRN, caffeine and niacinamide sink in deeper than a flat patch allows, per NewBeauty. Cosmetics Business adds that the formula also includes green tea-derived PDRN and banana probiotics. NewBeauty reports the clinical numbers Laneige cites: after a single 20-minute use, 100 percent of the 32 subjects tested showed improved under-eye puffiness; after two weeks, 100 percent saw a visibly lifted eye area with less noticeable wrinkles, and 96 percent noticed a reduction in dark circles.

The eye patch market is one of K-beauty's most competitive categories, and Laneige's entry with a science-backed formula — melting spicules paired with PDRN, caffeine and niacinamide — signals the brand wants a leadership position beyond its cult lip mask, according to Hypebae. Hypebae reports the campaign is designed to use Jin's worldwide audience to introduce Laneige's science-backed ethos to new markets, positioning the brand as a K-beauty leader. With a $27 price point and the ability to double on smile lines, the patches are aimed at both skincare devotees and casual buyers looking for a quick depuffing fix.

The patches are live now exclusively on TikTok Shop and laneige.com, according to NewBeauty, with wider availability staged in waves: sephora.com and Amazon join on October 6, followed by Sephora stores on October 9. NewBeauty warns that between Jin's massive ARMY fan base and Laneige's already-cult status, the patches are unlikely to sit on shelves for long. BeautyNewsDaily also notes the formula is designed to smooth, firm, depuff and refresh tired-looking under-eyes, and can be used on smile lines as well. For beauty readers, the staged rollout means the coming weeks will show whether the hype translates into sell-out demand across retailers.

Jin's relationship with Laneige began in 2024, when the brand appointed him as its first male global ambassador to promote the Cream Skin collection, Cosmetics Business reports. The new campaign arrives fresh off BTS's ARIRANG World Tour, which supports the band's 2026 album of the same name, and follows the group's recent performance at the football World Cup halftime show, per Cosmetics Business. Hypebae notes that the campaign follows the artist from in-flight touch-ups to red carpet appearances, emphasizing the glow-from-within look the product delivers — a narrative that keeps Jin, one of K-pop's most visible faces, tightly woven into Laneige's expanding skincare story.