Soobin from TXT has a new role to add to his already stacked list of achievements: Youth Ambassador for INTO YOU across the Asia-Pacific region. The Chinese beauty brand, founded in 2019, has made a name for itself by refusing to stick to the usual script – its products bend the rules of lip colour, blur the lines between categories, and lean into the fashion edge of beauty. In that sense, Soobin isn’t just a good fit; he’s the kind of face that makes the whole concept click.

The partnership launches with the 37.2℃ [Rise in Temperature] Collection, a range that tries to bottle the exact moment your heart starts racing. INTO YOU says each shade is tied to a “heartbeat feeling,” and Soobin had a hand in picking his favourites: Airy Touch Moist Lip Mud in W102, Bare Tint Lip Balm in BT10, and Air Cushion Blush in CB12. They’re fresh and easy to wear but still have that pop of personality the brand is known for – makeup that feels expressive rather than formulaic.

Campaign visuals have already shown Soobin in a mix of soft-focus, romantic shots and sharper, editorial-leaning looks. In many ways, it matches an exploration of persona the way TXT have built whole eras around moods and aesthetics. Fans have noticed. Social feeds are packed with the usual Soobin superlatives: glowing skin, unfairly perfect features, and an ability to make you want whatever he’s wearing.

INTO YOU has always been about pushing its own lane, starting with its signature Lip Mud and expanding into playful, category-blurring products. Partnering with an idol whose appeal crosses music, fashion, and beauty is a statement about where the brand sees itself in the cultural conversation.

For Soobin, it’s another layer to his public image. TXT may still be climbing charts and touring the world, but this ambassadorship places him firmly in the style and lifestyle space, and with the collection now available across the Asia-Pacific, fans don’t have to just admire the look – they can literally wear it.