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 York’s acceleration of youth centric and digital first strategies across key markets. By bringing TNT into the Maybelline family, the brand aims to inspire a new generation of beauty fans to experiment with high performance, trend driven products that reflect their individuality rather than traditional beauty rules.
Global partners beyond a local campaign
Under the agreement, TNT are not just faces of a one off campaign, but Global Partners who will front upcoming initiatives in China and participate in broader brand programs worldwide. Their role includes appearing in campaigns and activations that showcase the global appeal of Maybelline New York’s iconic franchises, from complexion to eye and lip categories.
The partnership is framed as a move to bridge cultures through the shared language of beauty and self expression, rather than a regional endorsement confined to a single market. By leveraging TNT’s cross border fanbase, Maybelline New York intends to strengthen its connection with Gen Z communities both in Asia and internationally.
A new template for East–West beauty collaborations
This alliance underscores how global beauty brands are increasingly turning to Asian pop culture to energize their image and tap into digitally native fandoms. By combining TNT’s cultural influence with Maybelline New York’s scale and product innovation, the collaboration is designed to “redefine the beauty landscape for the next generation” and reinforce makeup as a tool for identity expression.
In practice, this means future Maybelline New York storytelling will lean even further into music, performance, and online fandom culture spaces where Gen Z already actively shapes trends while giving TNT a platform to reach beauty consumers well beyond their existing audience.
