moev appoints Billlie’s Tsuki as ambassador and unveils the Tsuki-developed Perfume Bonding Line and new campaign in Japan.
November/2/2026 17:12
The Korean hair care brand moev has appointed Tsuki of Billlie as its new ambassador and will first unveil in Japan the “Perfume Bonding Line,” developed together with Tsuki. It will also launch a new brand campaign, “A Scented Wish.” This campaign was planned with the motif of a moment of making a wish to the moon, inspired by Tsuki’s name, which means “moon.” The key message, “A Scented Wish,” carries the wish that by wearing fragrance, people will have their wishes come true and bloom into the form they envision for themselves. The “Perfume Bonding Line,” in which Tsuki participated in fragrance development, is characterized by a scent in which peony is central and bergamot and musk are in harmony. A fragrance inspired by peonies blooming in a quiet night and at dawn spreads, and the scent was aimed to last for 24 hours. In addition to fragrance, the lineup includes items that also focus on damage care and styling. The “Perfume Bonding Line” is a new line being unveiled in Japan for the first time. In Japan, sales will begin on Qoo10 from November 16, 2026, and it is planned to be rolled out sequentially in global markets, including Korea. The “Anucatin No Sebum Hair Cream,” which drew attention on social media, will appear as the “Perfume No Sebum Hair Cream TSUKI Edition,” wearing a fragrance co-developed with Tsuki. It will be a set of two “Perfume No Sebum Hair Cream” items, an illustration sticker drawn by Tsuki, and a mirror keychain filled with Tsuki’s favorites. moev is a Korean hair care brand that brings out the beauty of the entire hair through daily care, from the surface of the hair to the inside and then to the ends. It was born from the desire to be an existence that accompanies the flow of hair and quietly melts into its interior. It was released in Korea in July 2024 and has expanded into East Asia, Europe, and North America. It offers hair care lines containing its proprietary ingredient “Anucatin(TM),” and proposes products that pursue both hair damage care and fragrance.
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