The Pure Lab pairs the announcement with a Seoul headquarters relocation and a 500 billion won sales target for 2026.
NEW YORK, March 9, 2026 /PRNewswire/ -- The Pure Lab has appointed Jang Wonyoung of IVE as global ambassador for its skincare brand Dr. Althea, a move the company describes as a milestone in its next phase of international growth.
The partnership was announced Feb. 28 with the release of a campaign teaser featuring the artist. Moving away from her glamorous stage image, the video captures her in quiet, everyday moments, reflecting the brand's philosophy, "When Skin Heals, You Bloom."
The Pure Lab said the collaboration goes beyond traditional celebrity marketing. Following rapid growth in major overseas markets, the company aims to strengthen Dr. Althea's global presence and cultural relevance. Jang Won-Young was selected for her influence as a K-pop icon and her ability to connect with the MZ generation worldwide while embodying the brand's clean beauty values.
The announcement comes as The Pure Lab prepares to relocate its headquarters to Korea's "Wall Street" - Park One in Yeouido - in the first half of 2026. The move is intended to support global business expansion and organizational advancement while strengthening product development capabilities and overall brand competitiveness.
Dr. Althea's iconic hero product, 345 Relief Cream, has now surpassed 20 million units in cumulative sales, maintaining steady growth across global markets. Designed as a low-irritation formula suitable for sensitive skin, the product has earned consumer trust at home and abroad. It was recognized amongst others at the 2025 Olive Young Awards, underscoring its growth and market demand.
Building on this momentum, The Pure Lab is targeting 500 billion won in total sales in 2026. The company plans to accelerate distribution expansion and brand advancement in key global markets while undertaking large-scale hiring across global business, marketing, design and content divisions.
A company official said the ambassador appointment and headquarters relocation mark a pivotal step toward establishing the company as a global brand. "We will continue pursuing sustainable growth grounded in product competitiveness and brand philosophy," the official stated.
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Dr. Althea Names IVE's Jang Wonyoung Global Ambassador Amid Overseas Growth
BEIJING, April 27, 2026 /PRNewswire/ -- The content of the 2026 Beijing Art Season was unveiled this week at Beijing's 798 Art District. Running from May 21 to June 15, the festival will feature over 400 events, drawing hundreds of art institutions from roughly 20 countries.
Themed "Art Gathers in Beijing, Harmony Embraces All," the Art Season aims to bring together artistic resources from China and abroad, creating a platform where different regions, media and artistic ideas can meet through exhibitions, forums and other cultural events.
At the center of the festivities are two powerhouse events-Gallery Weekend Beijing and Beijing Dangdai Art Fair, while also linking art districts, museums, and galleries across the city. Participants from nearly 20 countries and hundreds of art institutions are expected to take part, with more than 400 events planned. Actress Zhu Zhu is appointed Ambassador of the 2026 Beijing Art Season
2026 Beijing Art Season will introduce, for the first time, a structure connecting the primary gallery market with the secondary auction market, a move intended to strengthen the path from artistic cultivation to market circulation and support the continued development of Beijing's art ecosystem. The Art Season is expected to generate an industry worth hundreds of millions of yuan and attract over 5 million participants.
For the first time, Beijing Art Season will extend across six districts of Beijing, combining exhibitions, art transactions, public education programs, city walks and consumer activities into a broader urban cultural festival. Digital artworks will be on display at various commercial led throughout Beijing, bringing art beyond traditional venues and into everyday life.
The program will also connect with museums and more than 500 partner businesses across Beijing. Through NFC-enabled ticketing, visitors will be able to move between different scenes, with customized subsidy aimed at boosting consumption in tourism, dining and retail.
As 2026 marks the China-Brazil Year of Culture, the season will feature exhibitions and exchange programs centered on Brazilian culture. It will also include a children's painting exhibition developed in collaboration with UNESCO, focusing on ecological awareness and intergenerational dialogue, alongside programming from international cultural institutions including the Instituto Cervantes Beijing, the Danish Cultural Center, the Korean Cultural Center and the Goethe-Institut.
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Art Gathers in Beijing, Harmony Embraces All: 2026 Beijing Art Season to Open in May
