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Global hair-care brand Fino has named ILLIT member Wonhee its new brand ambassador as it pushes into the South Korean market. Fino is launching its \”Glow in Motion\” campaign to showcase hair that catches the light even while moving. The brand also plans to broaden consumer touchpoints through promotions at leading Korean retailer Olive Young.
The \”Glow in Motion\” campaign centers on the idea that healthy, radiant hair from Fino products can boost confidence in everyday moments. A Fino spokesperson said Wonhee was chosen because her bright, healthy image fits the campaign’s message. Her fresh, energetic presence is expected to bring Fino’s trendy brand identity to life.
As the newly appointed ambassador, Wonhee said she believes the glossy movement of her hair onstage completes a look and that she’s excited to promote the value of radiant hair with Fino. She also said she plans to share her personal hair-care tips with fans and consumers.
To mark the campaign launch, Fino will run an \”Olive Young Pick\” promotion at major Olive Young stores nationwide and on the retailer’s online mall from April 1 for one month. The promotion offers up to a 31% discount—the largest since Fino’s launch—making the products more accessible to shoppers.
The Olive Young Pick selection features Fino’s three bestsellers: the Fino Premium Touch Hair Mask (with royal jelly extract), the nutrient-rich Fino Premium Touch Hair Oil, and the Fino Premium Touch Shampoo infused with beauty-serum ingredients. These products focus on improving softness and boosting shine.
South Korea’s hair-care market has recently shifted beyond basic functionality to become a way for people to express and manage personal identity. Younger consumers—Millennials and Gen Z—place extra emphasis on brand values and the influence of ambassadors when choosing personal-care products. In response, brands are tapping influential idols to refresh their image and doubling down on distribution through health-and-beauty stores.
Fino, which proved its global credentials by ranking No. 1 in Japan’s rinse-off treatment market, has seen rapid growth since launching in Korea in 2023. Analysts say the new campaign and ambassador activities should further cement Fino’s position in the Korean hair-care market and deepen engagement with younger consumers.
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