Maybelline New York is deepening its global youth strategy with the appointment of Chinese top boy group Teens in Times (TNT) as its newest Brand Ambassadors and Global Partners, marking one of the brand’s most high profile Asia driven collaborations to date. Announced in Shanghai on January 19, 2026, the partnership is positioned as a fusion of New York’s urban energy with China’s contemporary pop culture, and a key pillar in Maybelline New York’s digital first expansion.

Why Maybelline chose TNT 

Since their debut, TNT has grown into a defining Gen Z voice in China, known for their performance skills, intense work ethic, and close connection with fans. The group is described as embodying Maybelline New York’s core values of self expression, confidence, and the courage to “make it happen,” making them a strategic fit for a brand pivoting aggressively toward younger beauty consumers.

The timing aligns with Maybelline New…