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

P1NATION's rookie girl group Baby DONT CRY just landed their first major beauty deal — members Ihyeon and Benny are the new ambassadors for Korean color makeup brand VDL.

The partnership centers on two specific products: VDL's bestselling Coverstain Perfecting Foundation and Cushion, and a new launch called the Cheekstain Cream Blusher. The campaign direction is built around what VDL is calling a "peach makeup" look — a smooth, even base paired with a soft, peachy flush. It's a very deliberate pairing: Ihyeon and Benny are both known for their distinct individual visuals, and VDL is leaning into that rather than asking them to present a uniform face.

The brand's statement on why they chose these two is actually worth reading. They specifically called out Baby DONT CRY's Zalpha-generation resonance and their SNS reach, and noted that the group's strength is each member having a clear individual identity while the team still reads as cohesive. VDL's pitch is that they're a "sensory and experimental" color makeup brand — so the fit here is less about a classic beauty-idol image and more about the idea that makeup is how you express your own mood, not a uniform.

The Cheekstain Cream Blusher is the new product getting the spotlight in this collab, alongside the already-established Coverstain base line. Both will be available as an exclusive set — and this is the detail worth noting for anyone planning an Olive Young run: the Ihyeon x Benny ambassador set is an Olive Young exclusive. You won't find this particular configuration elsewhere.

As for why Baby DONT CRY is getting this kind of brand attention as a rookie group: they were named to NME's "NME 100" list of new artists to watch this year, and they've already made their Japanese broadcast debut on TV Tokyo's "Cho Cho Onpa." For a group still in their debut era, the commercial momentum is moving fast.

The campaign content is planned to roll out primarily through short-form video and social platforms, which tracks with both the group's fanbase and VDL's stated goal of reaching a younger audience. Expect the kind of content that's built for saves and shares rather than traditional ad placements.

If you're already a VDL fan, the Coverstain Cushion has a long track record as one of their core bestsellers — this ambassador push is a good moment to try it if it's been on your list. The Cheekstain Cream Blusher is the one to watch as the actual new launch here.

The exclusive Olive Young set is the move if you want the ambassador packaging. Whether you're picking it up for the products or because you're already deep in the Baby DONT CRY fandom, the peach-flush direction of this campaign is very much a 2025 color story.