Jun Ji-hyun Is the Face of Poiret's First Brand Campaign

Poiret — the luxury cosmetics brand Shinsegae International built from the bones of French designer Paul Poiret's trademark, acquired in 2015 — just named Jun Ji-hyun as its first-ever exclusive model. The brand campaign launches in September, and the timing makes sense: Jun Ji-hyun carries exactly the kind of presence Poiret is trying to signal — a woman who leads, not follows.

The campaign's creative direction is rooted in Paul Poiret's original philosophy. He was the designer who freed women from the corset a century ago, and Poiret the cosmetics brand is leaning hard into that lineage — framing beauty around individuality and self-determination rather than a single standard. The campaign narrative centers on women who have built something on their own terms: a leader, a challenger, someone strong and graceful at once. Jun Ji-hyun, whose career has been exactly that kind of trajectory, fits the brief without needing to be explained.

The hero product for the campaign is the foundation Teint de Soi — the name translating roughly to "skin of oneself" — which Poiret describes as a lightweight formula that presses softly into skin to cover imperfections while maintaining the skin's own tone over time. It sits within Poiret's color line, which the brand positions as the most direct expression of Paul Poiret's belief that diverse designs should exist so every woman's individuality can be respected. So the foundation isn't just a launch vehicle — it's meant to be the philosophical center of the whole color range.

What makes this worth paying attention to beyond the casting: Poiret is a Korean-owned luxury cosmetics brand with genuine French heritage behind the name, and it's actively pushing for department store placement in France and the United States, targeting the first half of next year. The brand says international buyers have already shown strong interest. That's a rare trajectory — a K-beauty adjacent brand attempting to enter Western luxury retail on its own terms, not as a K-beauty export but as a luxury house with a century-old Parisian pedigree.

For the K-drama crowd: Jun Ji-hyun's involvement alone will move product. Her fanbase is global and deeply loyal, and a September campaign rollout gives the brand a strong runway into the holiday season. If you've been curious about Poiret since its launch last year but hadn't found a reason to look closer, the Teint de Soi foundation — the one she's actually fronting — is the obvious starting point.

The broader ambition here is to shake up a luxury cosmetics market currently dominated by global conglomerates. Whether Poiret can actually do that is an open question, but the combination of a 100-year-old French design legacy, Shinsegae's retail infrastructure, and Jun Ji-hyun's face on the campaign is not a small opening move.