Laka taps Nana as brand muse for the Magic Lip Fixer launch

Laka just named actor-singer Nana as its new brand muse, and the first campaign together is built around a single product: the Magic Lip Fixer, dropping September 10.

The Magic Lip Fixer is a gloss-type lip fixative designed to layer over any lip product you're already wearing — the idea being that it locks in color, cuts down on transfer, and keeps the shade looking vivid for longer. It's not a lip gloss in the traditional sense; it's a finishing step that works on top of your existing lip look, whether that's a tint, a matte bullet, or a stain.

The Nana casting makes sense when you look at what Laka has been building toward. The brand's stated philosophy is "beauty without limits," and Nana — who moves between acting and music with a very specific, sharp kind of presence — fits that brief more precisely than a generic "fresh face" pick would. She's not soft-launching a new image here; she's already established, which gives the campaign a different energy.

Before the September 10 official launch, Laka opened a pre-launch sampling event on the brand's official online store running September 2 through 6 — so if you're quick, there's a window to get the product in hand before it hits shelves properly.

The timing is deliberate. Nana has a Netflix original series coming in September, which means her visibility is about to spike at exactly the moment Laka is rolling out this campaign. The brand is clearly banking on that crossover moment — beauty fans who are also drama watchers are the exact audience a lip product campaign wants to hit.

For K-beauty followers who track Laka: the brand has been consistent about positioning itself in the color cosmetics space with a slightly editorial, not-too-sweet aesthetic. Nana as muse sharpens that direction. The Magic Lip Fixer as the debut product with her is a smart choice — it's a format (lip fixative) that still has room to grow in the Korean market, and it's a product that rewards layering and experimentation, which fits the "no limits" framing.

If you're building a lip routine and have been curious about fixatives as a category, this is worth watching. The pre-launch sampling event is the lowest-friction way to try it before committing — check Laka's official online store directly if you want in on that window.