Skincare brand Azarine taps SEVENTEEN's Dino as new global brand ambassador

Indonesian skincare brand Azarine has appointed Dino, member of the K-pop group SEVENTEEN, as its latest global brand ambassador, underscoring the brand’s ambition to cement its place in international beauty markets.

Dino follows Lee Min Ho and Red Velvet, both of whom have fronted Azarine campaigns in recent years. The brand said his appointment represents not only a continuation of its K-pop ambassador strategy but also an effort to connect with younger demographics at home and abroad.

“Azarine believes that the presence of Dino of SEVENTEEN as the new brand ambassador is a symbol of closeness, warmth, and positive energy that we want to share with consumers. Azarine wants to ensure that every product we present also brings positive energy and confidence to all its users,” said Azarine CMO Cella Vanessa.

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The collaboration coincides with the launch of the brand’s latest product, Invisipore Primer Sunscreen SPF 50 PA++++, unveiled on 3 September. The hybrid product combines sun protection with a pore-blurring primer effect, reflecting Azarine’s continued push to highlight innovation alongside celebrity endorsements.

For Azarine, the choice of Dino signals a deliberate attempt to strengthen its resonance with Gen Z and Millennial consumers. Dino, whose real name is Lee Chan, is known as SEVENTEEN’s youngest member and a central figure in the group’s performance unit, contributing to choreography and on-stage direction. His reputation as a hardworking and humble performer has made him a relatable figure across Asia, including Indonesia, one of SEVENTEEN’s strongest international markets.

“In addition, Dino also has a special character in MiniTEEN called Chandalee, a spirited otter that symbolises his energy and strong determination. This symbol aptly reflects Dino’s personality, which is always full of determination, discipline, and never half-hearted in his craft,” the company said.

Azarine’s earlier partnerships with Lee Min Ho and Red Velvet helped elevate the brand’s profile beyond Indonesia, aligning local skincare with global entertainment icons. In doing so, the company positioned itself as a challenger to both regional and international players, leaning on the cultural capital of K-pop to build consumer affinity.

The latest collaboration, however, goes a step further, extending into fan engagement initiatives. Alongside Dino’s appointment, Azarine has released exclusive “Dino with Azarine” skincare bundles, each paired with limited-edition merchandise designed to appeal to SEVENTEEN’s Carat fandom.

“This package is specially designed to meet different skincare needs with variants that you can customise yourself,” Azarine said. 

The special edition comes in three variants: Daily Sun Guard, offering maximum sun protection with the brand’s latest sunscreen series; Bright & Glow Booster, formulated with brightening ingredients to deliver a fresher, more radiant look; and Acne & Oil Rescuer, designed to control excess sebum and soothe acne-prone skin for a clearer, healthier complexion.

As with its earlier collaboration with Lee Min Ho, Azarine has reiterated that skincare knows no gender boundaries. Its products are positioned not only for women but also for men who care about maintaining healthy skin.

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