K-pop rookie group ifeye is wasting no time making industry waves — not just in music, but now in beauty.

Just a month after their official debut, the six-member girl group has been tapped as the new face of global skincare brand Dr. Jart+, fronting the campaign for the label’s mask line. It’s their first major brand partnership, and a swift power move that reinforces their fast-rising influence in both entertainment and fashion.

Often dubbed a “5th-gen hot rookie”, ifeye — composed of Kashia, Rahee, Won Hwayeon, Sasha, Taerin, and Meu — has already proven their potential as a transcultural act. According to Dr. Jart+, the group’s fresh, trend-forward image and global appeal were key factors in their casting — a clear vote of confidence in ifeye’s future as brand icons, not just chart contenders.

Their momentum has been building since the release of their debut EP ERLU BLUE on April 8, led by the buzzy title track "NERDY." In just a few weeks, ifeye has scored multiple music show appearances, a high-visibility spread in Marie Claire Korea, and viral traction through the “Like Jennie” choreography challenge — earning props from choreographers WeDemBoyz.

Now, with this Dr. Jart+ endorsement, ifeye is staking its claim in the beauty space and signaling that they’re not here to play it safe. The industry’s watching, and so far, ifeye’s every move is making the right kind of noise.