NEW YORK, May 14, 2026 /PRNewswire/ -- Natalia Dyer has been named the first global muse for Purito Seoul, a rapidly growing global skincare brand. As K-beauty continues to gain momentum worldwide, Purito Seoul is solidifying its position beyond Korea, while Dyer—known for her natural and understated beauty—steps in as the face of the brand, drawing increased global attention.
Amid rising international interest in Korean skincare, both Dyer's beauty routine and Purito Seoul's product philosophy are drawing increased attention. The brand's emphasis on minimizing skin stress while prioritizing essential care aligns closely with her lifestyle, creating a natural synergy.
Purito Seoul has consistently positioned itself as a brand that prioritizes fundamentals, even within the fast-evolving K-beauty landscape. It focuses on naturally derived ingredients, developed into scientifically designed skincare solutions. Dyer, who favors a minimal and natural beauty approach, shares this philosophy of maintaining the skin's intrinsic health—leading to the collaboration.
"K-beauty has been such a big thing. I've been so curious about it. Right before this came through, I discovered Purito Seoul" Dyer said. "The purito products, they make such beautiful formulations, and I'm someone who has really sensitive skin, and everything I've used has just really worked so well." She added.
The campaign also introduces products that reflect her preference for natural, healthy-looking skin. Dyer shared her experience using Purito Seoul's oat-based soothing line for sensitive skin, along with functional anti-aging serums, including the Retinol Retinal 2000 NAD+ Serum, noting visible improvements in her skin.
A representative from Purito Seoul stated, "As global interest in K-beauty continues to grow, the brand is also receiving sustained support from consumers worldwide. We will continue to expand our brand value by delivering products and content that meet these expectations."
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Natalia Dyer Drawn to K-Beauty Skincare - Why She Chose Purito Seoul
SHANGHAI, May 16, 2026 /PRNewswire/ -- INS LAND, the urban entertainment complex recently ranked No.12 in DJ Mag's 2026 Top 100 Clubs worldwide and No.3 in Asia, announced the opening of three new venues: Soul House, an immersive club; Radi, a fully reimagined and expanded reopening; and Jump, a new high-energy club featuring a spring-loaded dance floor designed to keep guests literally off the ground.
"Soul House, Radi, and Jump are our answer to 2026," said Leo Liu, Cofounder & Head of Brand and Growth at INS LAND. "Each one is a new chapter in INS LAND's vision of bringing the gaming world to life — with a single ticket, guests don't just visit a venue; they enter a world where experiences are reborn every 45 days."
The openings mark a strategic evolution ahead of INS LAND's third anniversary on June 16, 2026, shifting from a "club cluster" identity into a multi-format urban playground. The brand now spans 20 fully owned and operated venues under one ticketed ecosystem.
Soul House is INS LAND's most ambitious immersive concept to date. It features multiple themed rooms, each with its own narrative universe. Guests move through distinct worlds with beverage items, scenography, and storytelling elements, blending immersive theatre and spatial design into a layered experience.
Radi returns after a complete transformation, with an expanded footprint, upgraded sound and lighting systems, and a refreshed design direction positioning it as a signature, design-forward destination within the INS LAND portfolio.
Jump introduces a new experiential format centered on movement. Built around a spring-loaded dance floor, it features high-energy programming across electronic and bounce genres, designed to create a physically kinetic nightlife experience.
About INS LAND
INS LAND is a 20-venue urban entertainment complex in central Shanghai, combining nightlife, immersive experiences, dining, and music under one unified brand. With a single-ticket model granting access across venues, it welcomed over 4 million visitors in 2025 and ranks No.12 globally in DJ Mag's Top 100 Clubs. The platform refreshes its core themes every 45 days and its mobile app supports over 1 million active users across online and offline experiences. INS LAND has collaborated with brands including Mercedes-Benz, Nike, Douyin, Doritos, and Publicis Groupe, and is preparing international expansion with INS LAND Bangkok planned for 2027.
More information: INS LAND Official Site
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Shanghai's INS LAND Unveils Three New Immersive Venues -- Soul House, Radi, and Jump
