K-POP Idol JL Named as PURIQUE’s First Ambassador — A Dynamic Collaboration Marking Fresh Beginnings in K-Beauty and Music

“JL, embracing a new challenge in Korea, and PURIQUE, opening a bold new chapter in the Philippines – a powerful meeting of two narratives.”

The world of K-Beauty and K-Pop collides in an exciting way as PURIQUE, a rising K-Beauty service brand, has officially appointed JL, member of boy group AHOF, as its very first ambassador. The announcement was made alongside the unveiling of PURIQUE’s debut advertisement at its newly opened flagship salon on Bonifacio High Street, signaling the brand’s ambitious entry into the Philippine beauty market.

This advertisement is more than a commercial—it is a visual declaration of PURIQUE’s identity, style philosophy, and vision for local consumers. Anchored by JL’s presence, the campaign captures the heart of transformation, showing how clients at PURIQUE can undergo striking, fashion-forward makeovers. In the ad, JL takes on a hands-on role, guiding models through their personalized beauty journeys, highlighting both subtle refinements and bold, dramatic before-and-after changes.

What makes the ad particularly captivating is its presentation of refined K-style elements rarely seen in Philippine salons. From sleek natural-light cinematography to advanced personal color analysis that recommends hair shades tailored to skin tone, the video demonstrates PURIQUE’s mission to deliver stylish, youthful, and trend-conscious beauty experiences. With the creative touch of young Korean designers, the campaign moves beyond simple beauty marketing—it conveys a vision of individuality, confidence, and modern style.

But the collaboration carries a deeper story. It is not just about beauty or celebrity endorsement—it is about two journeys of reinvention that meet at a symbolic crossroads.

JL, who first debuted as an idol in the Philippines, faced the challenge of leaving behind familiarity to compete in Korea’s demanding K-pop industry. Through grit and determination, he emerged from a survival program and secured his place as a member of AHOF, carving out a name for himself on the global stage. His story is one of courage, persistence, and transformation—a narrative that resonates with fans and dreamers alike.

Similarly, PURIQUE’s expansion into the Philippines was not conceived as a mere overseas branch. Instead, the brand was born from a deep understanding of the local beauty landscape, consumer habits, and market gaps. Designed to bridge cultures, PURIQUE integrates the best of Korean K-style techniques—modern cuts, youthful sensibilities, and personalized consultations—with the needs of Filipino consumers who are increasingly drawn to innovation and self-expression. Unlike traditional salons, PURIQUE thrives on trend-forward thinking, precision in style recommendations, and an emphasis on youthful reinvention.

The partnership between JL and PURIQUE embodies a powerful synergy: a K-pop star who symbolizes resilience and new beginnings, and a beauty brand daring to redefine the Philippine salon scene. Together, they create a story that transcends simple branding. It is about embracing challenges, reinventing identity, and setting bold trends in an evolving global culture.

As JL lends his image and narrative of determination, PURIQUE establishes itself not only as a salon but as a movement for self-expression, style, and transformation. In this sense, the campaign leaves a lasting impression as more than just a brand collaboration—it becomes a symbolic cultural encounter, merging the worlds of music, beauty, and ambition into one unified statement of challenge, youth, and reinvention.