RESCENE Is Quietly Becoming K-Beauty's Most Wanted Group

RESCENE (리센느) just pulled off one of the more interesting moves in K-pop this year — their 2023 track 'LOVE ATTACK' hit number one on Melon TOP100 on July 8th, nearly two years after its original release. That reverse-charting moment flipped a switch in the beauty industry, and now the group is landing brand deals across multiple categories simultaneously, which almost never happens this fast for a group still in their early run.

Here's what makes the RESCENE beauty moment worth paying attention to: it's not one group deal, it's a layered strategy where the group and individual members are each signed to different brands in different categories. That's the part that's genuinely unusual.

Biodance x Wonyi (Leader)

Biodance named RESCENE's leader Wonyi as their new ambassador, anchoring her to their 'My First Collagen' campaign. The angle is interesting — Biodance is actively repositioning collagen as a daily skincare ingredient for 20s and 30s consumers, not just an anti-aging category. Wonyi's actual makeup routine reportedly incorporates Biodance collagen products, and the brand is leaning into that with a messaging hook they're calling 'makeup-friendly collagen' (화잘먹 콜라겐). It's a smart fit: the campaign needs someone whose image reads consistent and low-key trustworthy rather than flashy, and Wonyi's reputation as the steady leader of a group that grew slowly and then suddenly makes that narrative land.

Hanskin x Minami and Jenna

Hanskin tapped members Minami and Jenna for a full rebrand campaign built around the slogan 'Unleash the Pink Potential Inside You.' The hero product is Hanskin's Ara Lotus PDRN Hyaluron Glow Serum, which features a pink ball formulation — and the visual campaign leans into that texture heavily. Hanskin is using this partnership to push visibility across Olive Young and Musinsa, both online and in-store, so if you're planning a Seoul trip and want to see the campaign in person, Olive Young locations are your best bet. The brand is framing the collab as two comeback stories meeting: a heritage skincare brand refreshing its image alongside a group that just had their own unexpected second act.

Ape (에이페) x RESCENE (Full Group)

For haircare, the full group signed with Ape, a scalp-focused hair solution brand. Their lineup includes a Scalp Boosting Ampoule, a Hair Clinic Treatment Booster, and a Frizz Silky Smoothing Hair Mist. The content strategy is a 'What's In My Bag' series that shows the members' actual haircare routines — which is exactly the kind of low-production, high-relatability content that performs on social right now.

The reason all three of these deals landed at once comes back to what happened off-stage. Minami's 'Geoje Yaho' meme and Jenna's Gyeongju dialect moments went wide on social, pulling in audiences who had no prior interest in the group's music. The Korea Corporate Reputation Research Institute ranked RESCENE first in their rookie idol group brand reputation index for the period from June 1 to July 1 — which is the kind of data point beauty brands actually use when they're deciding who to sign.

The broader pattern here is one the industry has run with IVE, aespa, and LE SSERAFIM: once a girl group hits a certain threshold of mainstream recognition, beauty brands move fast and they move in multiples. RESCENE is now in that window. The difference is that most groups in that position get signed to one or two brands at the group level — RESCENE is doing group-level deals AND individual member deals across skincare AND haircare at the same time, which suggests the brands see enough distinct identity in each member to build separate campaigns around them.

If you're already tracking Biodance or Hanskin as part of your skincare rotation, the RESCENE connection gives you a clearer read on who these brands are trying to reach right now — the 'My First Collagen' framing in particular is a deliberate pivot away from the traditional anti-aging positioning, and Wonyi as the face of that shift is a considered choice. Worth watching how the Hanskin serum campaign performs at Olive Young specifically, since that's where the brand is concentrating its push.