Baby DONT CRY's Ihyeon and Benny Are Now the Face of VDL

Two members of fifth-gen girl group Baby DONT CRY just landed their first major beauty deal — Ihyeon and Benny are the new ambassadors for Korean color cosmetics brand VDL, and the timing makes a lot of sense.

VDL is built around sensory, experimental color makeup, and the brand's pitch for this pairing is that Ihyeon and Benny each carry a distinct personal aesthetic while still reading as a coherent unit — which is exactly what a color brand wants when it's trying to reach Zalpha (Gen Z + Alpha) audiences who expect individuality over a uniform idol image. The label behind the group, P-Nation, confirmed the deal on February 15.

The products at the center of this campaign are VDL's bestselling Cover Stain Perfecting Foundation and Cushion, plus a new launch: the Cheek Stain Cream Blusher. The campaign concept is built around what VDL is calling a "peach makeup" look — smooth skin finish layered with a soft, warm flush. Ihyeon and Benny's complexions are apparently the whole mood board for this one.

The part worth flagging for anyone who wants to actually shop it: the foundation, cushion, and new cream blusher are being released as an exclusive set — only available at Olive Young. Not a general VDL launch, not on the brand's own site. If you're in Seoul and want to pick it up in person, Olive Young is your stop.

Baby DONT CRY has been moving fast for a rookie group. They appeared on TV Tokyo's variety program "Cho Cho Onpa" as part of a Japan market push, and NME named them in their NME 100 list of new artists to watch this year. The VDL deal lands right in that momentum window — a beauty brand betting on a group before they're everywhere is a different kind of co-sign.

For fans who follow the group closely, this is also a first real look at how Ihyeon and Benny are being positioned individually within the group's wider brand strategy — not just as a unit, but as faces with distinct appeal. VDL's whole thing is that makeup should express your own mood, not a prescribed look, so the fit is less random than it might seem.

The Olive Young exclusive set is the one to watch — if the campaign content rolls out across short-form and SNS the way P-Nation and VDL are planning, stock on that set could move quickly.