Jang Wonyoung Is Now the Face of Dr. Althea

Jang Wonyoung (장원영) does not slow down. Starship Entertainment's crown jewel and IVE's undisputed visual center has just added another major brand deal to her growing portfolio: she is now the global ambassador for Dr. Althea, the premium Korean skincare brand under The Pure Lab. For a brand eyeing global scale, there is no better face.

The Partnership

The Pure Lab unveiled the collaboration on February 28, 2026 with a campaign teaser that deliberately strips back Wonyoung's stage persona. Instead of the high-energy performer audiences know from IVE's concert runs, the campaign captures her in quiet, everyday moments. The brand's guiding concept, "When Skin Heals, You Bloom," leans into that softer register.

The official announcement followed on March 3, accompanied by a full pictorial showing Wonyoung in a sky-blue outfit, holding the brand's signature 345 Relief Cream and showing off visibly clear, luminous skin. Outdoor advertisements are rolling out in key Seoul districts, including Gangnam and Hongdae, with the full campaign video and additional visuals releasing sequentially.

Why Wonyoung

The Pure Lab was direct about its reasoning. The company said it selected Wonyoung to "effectively communicate Dr. Althea's clean beauty philosophy to the global Generation Z and millennial audience" given her influence across worldwide markets. That calculus is hard to argue with. As of January 2026, Wonyoung ranked first in the Korea Institute of Corporate Reputation's girl group member brand rankings. She has held ambassadorships across beauty, fashion, food, finance, and spirits, reportedly affiliated with over 20 active brand partnerships simultaneously.

The fit here goes beyond star power. Dr. Althea's identity is built on gentle, low-irritation formulas for sensitive skin. Wonyoung's public image has always centered on an effortlessly healthy, clear-skin aesthetic. The alignment is conceptual, not just commercial.

The Brand Behind the Deal

Dr. Althea's hero product, the 345 Relief Cream, has surpassed 20 million units in cumulative global sales. The formula, designed for sensitive and acne-prone skin with a ceramide, niacinamide, and tea tree complex, earned recognition at the 2025 Olive Young Awards, one of the more credible benchmarks of Korean skincare consumer trust.

The Pure Lab is not treating this as a celebrity marketing move alone. The company is in the middle of a significant growth push: it is targeting 500 billion Korean won in total sales for 2026 and plans to relocate its headquarters to Park One in the Yeouido district of Seoul, the city's financial hub, in the first half of this year. Large-scale hiring is underway across global business, marketing, design, and content divisions.

The Wonyoung appointment lands at the center of that push. The Pure Lab described it alongside the headquarters move as "a pivotal step toward establishing the company as a global brand."

Wonyoung's Moment

For IVE, this news arrives as the group wraps a strong promotional cycle. The group hit 80 total music show wins during their REVIVE+ era, securing their sixth perfect all-kill with the double title tracks BANG BANG and BLACKHOLE. Wonyoung remains the group's most visible face off-stage as well, and this deal only adds to a personal brand that has become one of the most sought-after in K-pop's advertising market.

As a skincare partner, she is exactly what Dr. Althea needs to move beyond its Korean domestic stronghold and make a serious run at the global market. Expect more campaign content to drop over the coming weeks.