How Sulwhasoo Cast Beauty Models Worldwide in Minutes

Rebranding Sulwhasoo for the Global K-Beauty Market and the MZ Generation

The iconic K-beauty brand Sulwhasoo is celebrating its 80th anniversary this year. In 2023, it redefined its brand philosophy. It underwent a bold rebranding to connect with the global market and younger consumers, specifically Millennials and Gen Z (often called the MZ generation in Korea). Appointing BLACKPINK’s Rosé as a cosmetic model and global ambassador immediately captured the attention of younger audiences worldwide.

To expand its global presence, Sulwhasoo hosted a memorable “Global Culture Trip” in April 2025, welcoming influencers and media from 10 countries, including the U.S., Taiwan, and Thailand. The brand also launched at Macy’s, the largest department store in the U.S., accelerating its push into the American luxury beauty market.

Two Years After Rebranding: Customer Response

Previously seen as a premium brand favored by older generations, Sulwhasoo’s rebranding initially received mixed reactions. Some felt pairing a global K-pop icon with a heritage skincare brand was jarring. Others were skeptical about changing product names from Chinese to English. But over time, the strategy became clear—it wasn’t just a surface-level shift. It was a targeted move to reach younger, international audiences.

And it worked. Sulwhasoo saw a 19.8% increase in sales in 2024. Its latest campaign, “The Art of Delight,” focused on emotions instead of product features—a powerful approach in modern cosmetic castings.

Global Models in the Latest Sulwhasoo Campaign

Instead of relying on a single model, Sulwhasoo assembled a diverse, multicultural cast for this beauty modeling campaign. Models of different nationalities and backgrounds brought themes like celebration, respect, and self-care to life, resulting in a universal, heartfelt message that resonated with global audiences.

Models Featured in the Campaign

🇸🇬 Shin (Singapore) – With her bubbly personality and radiant smile, Shin captured the joy of receiving a thoughtful gift. She’s the perfect beauty model for lifestyle and skincare visuals. [View model]

🇰🇷 Gaya (Korea) – Calm and graceful, Gaya expressed the theme of honoring a mentor. Her poised elegance fits perfectly in both fashion and cosmetic modeling. [View model]

🇺🇸 Tran Sarah (USA) – With her soulful eyes and commanding presence, Sarah portrayed a romantic moment. She shines in editorial-style beauty modeling. [View model]

🇩🇪 Florian Krapf (Germany) – The only male model in the shoot, Florian combined a strong physique with vulnerability—an unexpected and compelling take on male cosmetic model roles. [View model]

🇰🇷 Lee Eun-joo (Korea) – Warm and approachable, Eun-joo represented self-care with gentle expressions. She’s a natural fit for wellness and cosmetic castings. [View model]

How Sulwhasoo Booked Models
Without a Model Agency

Traditionally, international campaigns involve working with a model agency in each region, often requiring weeks of back-and-forth emails and portfolio reviews. Sulwhasoo decided to skip all that.

Instead, they used Spotlite, an Search-powered platform for discovering and casting beauty models. With over 2,000 professional models available, they completed their Model Search 2025 project faster than ever.

💡 Benefits of Using Spotlite for Global Casting

• Instantly browse over 2,000 models from various countries and backgrounds

• Search models by nationality, location, height, budget, and more

• Manage contracts and communication directly—no agencies required

• Only professional models with 10+ commercial shoots listed

Sulwhasoo quickly secured models from Korea, the U.S., and Thailand and wrapped the shoot at a studio in Seoul.

How to Quickly Book Freelance Models with Spotlite

Booking models with Spotlite is straightforward—even for global shoots.

✔ STEP 1: Set Criteria

Use filters like nationality, age, height, eye color, and budget to fine-tune your search.

✔ STEP 2: Browse Profiles

Compare comp cards (model snapshots with key stats), high-res photos, and video clips. Add favorites as you go.

✔ STEP 3: Send Casting Requests

View quotes and profiles side-by-side, then send a casting request directly. Cost estimates are shown upfront to avoid unnecessary back-and-forth.

✔ STEP 4: Book and Sign

Once a model is confirmed, finalize the contract right on the platform—no waiting for agency replies or juggling email chains.

Why Brands Trust Spotlite for Beauty Model Casting

Spotlite has become the preferred solution for both startups and established brands. Whether you’re booking for beauty modeling, fashion shoots, or international campaigns, Spotlite makes the process fast, easy, and agency-free.

Because everything—from messaging to legal contracts—is handled in one place, teams can cast quickly and stay focused on what matters: great creative work.

Whether you're planning your next K-beauty campaign or exploring global cosmetic castings, Spotlite helps you find the perfect fit fast.

👉 Experience the easiest way to cast models ever (Click)