Glossier Launches Lip Glaze With Global Girl Group Katseye

Glossier has enlisted global girl group Katseye to debut its latest lip oil product, Lip Glaze.

The beauty brand launched its campaign on Friday featuring all six Katseye singers wearing the range of six shades, with each shade meant to represent their distinct personalities.

“It really brings to life that fun and joy and kind of those moments in summer, whether it’s the neighborhood ice cream truck, or whether it’s the colorful sprinkles or that kind of glazed approach,” said Kyle Leahy, chief executive officer Glossier. “The product idea really represents the joy and the beauty that this incredible group of women represents. I think the alignment of our brand and this incredible product and this incredible group is very powerful.”

Katseye formed in 2023 through the reality competition series “Dream Academy,” a collaboration between Hybe Corporation (which catapulted K-pop group BTS to fame in the U.S.) and Geffen Records. Katseye debuted music the following year. The lineup includes Daniela (Cuban/Venezuelan-American from Atlanta), Lara (Indian-American from New York), Manon (Zurich, Switzerland), Megan (Chinese-American from Honolulu), Sophia (Philippines) and Yoonchae (Seoul).

“We certainly saw what Katseye was bringing to life and how it could represent our values, and how this group of girls really represents beauty and everyday life in a way that felt very organic and authentic to the voice of a brand,” Leahy said.

The singers showcase the Lip Glaze’s versatile shades on their diverse skin tones. The formulation incorporates a melting oil base that delivers lightweight hydration and a glossy finish. It’s enriched with apricot and raspberry seed oils for added moisture, liquid shea butter for conditioning and a minty agent adds a cooling sensation. They’re available in 8-ml. tubes online and in stores at Glossier and Sephora.

“It is truly the next generation lip oil paired with the next generation pop sensation, and I think it’s that alignment of our brand ethos, but brought to life through product,” Leahy said.

The campaign extends beyond digital with IRL moments, including a scavenger-hunt-style takeover throughout Los Angeles and an activation with Katseye at a Glossier store in New York.

“I think we always innovate, not just in who we partner with and kind of stay at the forefront and in the zeitgeist, but also in how we go to market,” Leahy said. “And this campaign is no different in terms of, obviously, there’s a huge social component, but there’s a very large global component, given Katseye’s global residents, but then there’s also a really important local and IRL component, particularly in L.A., which is one of our most important markets. So, we’re doing a big out-of-home campaign — a really innovative way to engage the customer and community in a two-way.”