"This is what I’m supposed to do."
Korean beauty brand Laneige has announced a global partnership with girl group KATSEYE, making them the faces of its latest innovation, the JuicePop Box Lip Tints.
The announcement follows KATSEYE’s Grammy nominations for Best New Artist and Best Pop Duo/Group Performance for their hit single ‘Gabriela.’
Laneige has previously partnered with BTS’ Jin in 2024 and actress Sydney Sweeney, making KATSEYE the brand’s first girl group collaboration and third artist partnership overall.
The JuicePop Box Lip Tints campaign merges music and beauty, with each of the six shades representing a different KATSEYE member, enhancing the product’s vibrant appeal.
Shades include Red Classic for Sophia, DJ Plum for Lara, Pop Star Peach for Manon, Jazzy Jam for Megan, Disco Coral for Daniela, and LoFi Mauve for Yoonchae.
Made with Laneige’s signature water-oil remix complex, the tints complement the brand’s existing lip collection, which already features the viral Sleeping Mask that gained global attention.
KATSEYE formed during the competition series Dream Academy in Los Angeles, a collaboration between South Korea’s Hybe and U.S. label Geffen Records, blending K-pop formation with global pop style.
The group members bring diverse backgrounds, with Lara Raj standing out as a 20-year-old talent merging Indian heritage, queer identity, and a unique artistic vision on a global stage.
Speaking to Vogue India in June 2025, Lara described music as art, saying, “This is what I’m supposed to do,” reflecting her passion and career focus.
Her journey shifted at 17 after receiving a DM inviting her to a HYBE and Geffen global talent competition, a life-changing opportunity that shaped her career trajectory.
Competing against 20 girls worldwide, Lara earned her place in KATSEYE, recalling, “The label saw my song covers and suddenly, I was on a plane to LA.”
Born in Stamford and raised between Dallas and New York City, Lara represents South Asian and LGBTQ+ youth worldwide while embracing cultural pride in her personal style.
She frequently wears bindis, gold jewellery, a nose ring, bangles, and an Om necklace, reflecting her heritage and identity alongside her rising musical career.
Music became central during Lara’s teenage years, when she began producing songs in her bedroom studio, honing skills alongside her older sister Rhea Raj in music production.
Lara is also a vocal advocate for South Asian representation in media and fashion, using her platform to create visibility for young brown girls.
During KATSEYE’s Better in Denim campaign with Gap, she emphasised the importance of representation, saying her mission is to make the South Asian community feel empowered and confident.
She cites inspiration from South Asian women, including Maitreyi Ramakrishnan, Avantika Vandanapu, and Ramisha Sattar, reflecting her desire to uplift her community while achieving global success.
KATSEYE’s partnership with Laneige signals the brand’s commitment to diverse representation, celebrating youth, talent, and cultural identity while appealing to a global audience of beauty and music fans.
The JuicePop Box Lip Tints launch positions Laneige at the intersection of K-pop-inspired creativity and innovative skincare, with KATSEYE serving as dynamic ambassadors for the next generation of beauty enthusiasts.
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