Jooheon of MONSTA X is the new model for SILCUS, a Korean skincare brand known for silk ingredients, as part of their rebranding.
February/27/2026 19:00
MONSTA X's Jooheon has been selected as the model for the Korean skincare brand 'SILCUS'. Founded in 2020 in Korea, 'SILCUS' is known for using high-quality silk ingredients from Amami Oshima, Japan. With this full rebranding, they announced the appointment of Jooheon, known for his clear and beautiful skin. Jooheon is recognized for his fine, translucent white skin and embodies the brand's catchphrase, 'a silk veil for the skin'. 'SILCUS' focuses on silk ingredients, soothing tired skin and featuring lasting luster and shine after use. Jooheon made his solo debut with his 1st album 'LIGHTS' in 2023 and will make a solo comeback with his 2nd album '光' in January 2026, after about 2 years and 8 months. He symbolizes one of the keywords 'light' that 'SILCUS' has promoted since its inception, and his warm personality, which values MONBEBE (the fandom name for MONSTA X) and those around him, is also a reason for his selection as a model. The recent photoshoot was inspired by tarot cards, expressing two concepts: the daytime concept 'XIX — THE SUN (Upright)' and the nighttime concept 'XVIII — THE MOON (Reversed)'. Along with the model announcement, new product information was released. A foam-type boosting serum 'Silk First Essence Serum (100ml)' combines toner and serum functions, while the 'Silk Plus Mist Serum (50ml/100ml)' features a two-layer structure with 16% high-concentration silk oil, niacinamide, and five types of centella asiatica-derived ingredients for high moisture. Additionally, 'Silk Second Jelly Serum Cream (50ml)' adopts a two-layer structure with a jelly-textured serum and a moist cream, inspired by the seaside of Amami Oshima, and will be available from February 22 through Qoo10. Sales in offline stores in Japan are also planned for March. Attention is on the future developments of 'SILCUS' as they embark on a new start in 2026.
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