Global beauty brand Laneige is launching a sleeping mask campaign in collaboration with its global ambassador, BTS's Jin. The campaign, themed 'Tonight is for the Sleeping Mask,' presents the Laneige Sleeping Mask through video content aimed at helping individuals maintain their skin condition even with limited sleep due to busy schedules.
Since its launch in 2020, the Laneige Sleeping Mask has achieved global cumulative sales exceeding 58.3 million units, solidifying its position as the brand’s flagship product. In 2026, the Sleeping Mask was awarded first place in the sleeping mask category at the 'Brand of the Year' awards organized by the Korea Consumer Forum, showcasing its continued consumer popularity.
The Laneige Sleeping Mask comes in three variants tailored to different skin concerns. The 'Water Sleeping Mask' contains triple hyaluronic acid to hydrate the skin, the 'Bouncy & Firm Sleeping Mask' includes low molecular collagen to enhance skin elasticity, and the 'Cica Sleeping Mask' features centella asiatica extract to soothe sensitive skin.
With the launch of the campaign video, Laneige will offer special benefits and limited edition goods through major e-commerce channels such as Naver and selected Olive Young locations in Myeongdong, starting from the 14th to customers who purchase the sleeping mask.
A representative from Laneige stated, 'Through this campaign with global artist BTS's Jin, we hope to connect with more consumers and provide them with a differentiated night care experience with our Sleeping Mask. Leveraging our expertise in skin recovery technology, we will present more effective skincare solutions during nighttime, which is the golden time for skin recovery.'
