On July 14, inner beauty brand LifePharm announced that genderless group XLOV will become their newest Global Ambassadors.

LifePharm, also known as LifePromise or Saenghwal Yakseok, are an “inner beauty brand” – meaning that they specialise in internal treatments for health and beauty. Products include vitamin supplements and their viral dietary supplement range, Mood Change Alpha Plus, which is advertised as a self-care item for K-pop idols.

The partnership between LifePharm and XLOV was revealed with a teaser, which depicts the four members of XLOV in white outfits against a background of the brand’s signature red colouring. It also acts as an advertisement for the brand’s aforementioned viral idol-inspired range, with the added tagline of “Alpha Plus V x XLOV” tying the group to their dietary products in particular. As part of the Ambassadorship, purchasers of the range from today onwards will receive exclusive XLOV photocards.

The brand has previously granted an Ambassadorship to EXO’s Baekhyun, with major promotions taking place around the singer in 2021. Five years later, the choice of recruiting XLOV is particularly significant, given the group’s unique image within the industry.

XLOV define themselves as “genderless” or “gender-free” and use fashion and beauty to present this intention outwardly. They consistently wear clothing typical of girl groups, with skirts, layered fabric, excessive accessories and intricate make-up and hair styles. At the same time, they promote self-care and internal beauty, presenting their “genderless” label as not a buzzword but a lifestyle. Belonging, acceptance and freedom have become synonymous with the group’s attitude, and are specifically emphasised as being accessible for all people regardless of gender. Together, both inner and outer beauty are prioritised without limitations – making XLOV an ideal candidate for a health and beauty brand like LifePharm.

More promotional content from the brand is expected to follow. As this collaboration continues, it also sparks possibilities for further brand deals for XLOV as the group continues to grow in popularity.