Barenbliss taps Hearts2Hearts to drive K-pop-fuelled beauty movement in Indonesia

Beauty brand Barenbliss has named rising K-pop girl group Hearts2Hearts as its new brand ambassador, tapping into the power of fandom to stand out in Indonesia's crowded market.

Officially announced through Barenbliss Indonesia's Instagram with the campaign "We're connected!", the collaboration marks a bold play for the hearts of Gen Z and young Millennial beauty fans. Known for its youthful, natural aesthetic, and clean beauty ethos, Barenbliss now places the rookie girl group at the centre of its brand storytelling. 

"We're very excited to welcome Hearts2Hearts into the Barenbliss family," said Dwi Agusti Maulidiya, public relations manager of Barenbliss Indonesia, as quoted by Beautynesia. "Their youthful energy and unique style align closely with our values - Bare Essentials, Nature Inspired, and Bliss Moments. We believe BNBae will love what we've prepared with Hearts2Hearts."

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The group - comprising Carmen, Jiwoo, Yuha, Stella, Juun, A-na, Ian, and Ye-on - is SM Entertainment's first girl group debut since aespa. Since their February 2025 debut with the single album The Chase, they've quickly gained traction. Their comeback digital single STYLE, released in June, cemented their presence with bright vocals and upbeat dance rhythms, reflecting the same fresh energy Barenbliss seeks to inject into Indonesia's beauty culture.

The campaign calls on consumers to explore personal beauty beyond fleeting trends. With the tagline "Chase the style", Barenbliss invites Indonesian beauty lovers to experiment - from soft, natural looks to bolder, playful expressions. The partnership aims to inspire trendsetters rather than trend-followers, positioning Barenbliss not just as a product, but a platform for self-expression.

This activation will also roll out across both digital and offline experiences. Between 16 July and 10 August, purchases of Barenbliss's Star-Glazing Steel Lipcerin include randomly selected Hearts2Hearts photocards - a hot commodity among fans. The first week is exclusive to Shopee, before expanding to other platforms.

On the ground, participating beauty stores will offer photo zones where fans can pose with "heart" gestures, tag #barenblissxHearts2Hearts, and redeem exclusive photocards with proof of purchase.

For Barenbliss, which has actively embedded itself into Indonesian cultural rhythms with past campaigns such as Blissful & Blooming Ramadan and the BNB Iftar Soiree events in Jakarta, Bandung, and Yogyakarta, this is a logical next step in its localisation strategy.

"Two hearts, one connection. We're feeling so connected with Hearts2Hearts, and making a new shape of hearts together!" the brand posted in its official announcement.

Indonesia's beauty market is booming, growing four times faster than the overall FMCG sector, according to Kantar. With a 16% year-on-year value increase, it has become one of the country's strongest industries - resilient even through the pandemic, economic pressures, and rising costs. Evolving consumer habits across skincare, makeup, and haircare continue to open new doors for brands to connect and grow.

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