The rising K-drama actor and star of True Beauty again “uncovers true beauty” with a new, more affordable skincare line dubbed as BYS Minis.
As beauty becomes more about individuality and self-awareness, and less about unachievable perfection, BYS Philippines echoes these developments as it “uncovers beauty” with the help of its latest and seemingly unlikely endorser—Korean actor Hwang In Youp.
This year’s campaign is a testament to the brand’s voice of empowerment in the beauty landscape, with both the makeup and skincare lines at the forefront.
Many times, makeup is seen as a tool for hiding flaws—but that shouldn’t always be the case. Makeup is not a means to cover imperfections, but a way to express what is truly inside. In the same vein, our skincare routine plays an important part in self-care in order for us to maintain a healthy relationship with ourselves.
Loving yourself harder through your skincare routine allows you to become comfortable in your own skin. Discovering your creativity through makeup also means revealing what makes you you. And it is in loving ourselves and being able to express ourselves where we become empowered to “uncover true beauty”—a message BYS Philippines has conveyed steadfastly through the years.
In so doing, BYS Philippines, a beauty brand that traces its roots from Australia, is launching rising South Korean star, Hwang In Youp, as the new face of the brand.
With his striking looks and edgy personality, Hwang In Youp initially pursued modeling before making his acting debut with the lead role in the webdrama W.H.Y. After which, he has appeared in a number of television dramas including Freshman (2019), The Tale of Nokdu (2019) and 18 Again (2020).
He gained further recognition in True Beauty (2020), which is based on the Line Webtoon of the same title. The show features a young girl who uses makeup to express herself. Hwang In Youp plays one of her love interests who sees and falls for the her despite the latter being ridiculed by their peers because of her use of makeup.
“This story is something that strikes a chord with our 2021 campaign, Uncover Beauty,” says Angie Magbanua, iFace general manager.
“And signing on Hwang In Youp as our endorser is a statement about our stubborn assumptions concerning gender and beauty. This is an opportunity for us to smash stereotypes and shift away from standards, as well as be that voice to help shape the way we see beauty,” she adds.
With the launch of Hwang In Youp also comes the introduction of Skin by BYS Minis. Just months after Skin by BYS’ release, it has slowly strengthened its foothold in the local skincare market and gained a growing following, thanks to its effectiveness and quality.
The Skin by BYS Minis (P1,799) is a novel offering of the same high-quality skincare that contains Botaniceutical Plus – 10 at a more affordable, handy packaging. The set includes the following:
The Extra Gentle Milk Jelly Cleanser is a non-irritating formula suitable for all skin types and when used daily, yields a smoother and brighter complexion.
The Extra Hydrating Balancing Toner is a hydrating toner formulated with hyaluronic acid that helps restore skin elasticity and reduce fine lines while keeping moisture locked in.
The Extra Glow Brightening Serum is a lightweight serum rich in vitamin C and natural skin boosters including papaya and lime fruit extract. Consistent use results in visibly brighter and plumper skin with a more youthful, healthy glow.
The Extra Glow Face Cream is a total brightening cream that leaves skin glowing.
The Extra Brightening Eye Cream visibly brightens the skin around the eyes and helps diminish puffiness, thanks to its anti-inflammatory properties and other natural skin boosters.
The Extra Effortless Pore Perfecting Sunblock is a weightless sunscreen with broad-spectrum SPF 50 PA+++, as well as pore-blurring and sebum-controlling properties. It also has green tea leaf extract, which effectively protects the skin against
UV damage, preventing photoaging and weakening of collagen and elastin fibers.
The serum, face cream, and eye cream have been reformulated to add BuleResisterWE, a polyphenol component of wine that aids in protection against exposure to the high-energy blue light emitted from screens, which cause premature aging.
Along with the six products, the set also comes with two limited-edition Hwang In Youp photocards—an absolute treat to his growing legion of fans.
Skin by BYS is exclusively available at Watsons, The SM Store, and online on Amorfia, Watsons and ShopSM.
