K-pop superstar & actress JOY joins fresh as new celebrity partner & star of new Tea Elixir Serum campaign

fresh is thrilled to unveil its newest celebrity partner, JOY, as the star of a brand-new campaign for the award-winning Tea Elixir Skin Resilience Activating Serum. This begins a year-long partnership with the K-pop performer and actress, who embodies the fresh spirit. In this campaign, JOY showcases the serum’s unique resilience-boosting benefits through her own multi-dimensional lifestyle.

JOY brings to life fresh’s skin-first approach to beauty and highlights the skin-strengthening benefits of Tea Elixir Serum in her first campaign with the brand. Best known for her chart-topping music career — both as a member of the popular K-pop girl group Red Velvet And as a solo act—along with her acting career,
JOY showcases how Tea Elixir Serum supports skin from the inside out.

Proven Results

AFTER ONE USE
100% saw improved elasticity & glow1
+31% stronger skin barrier1
-15% look of wrinkles3

fresh introduces

Tea Elixir Skin Resilience Activating Serum

$1,080/50ml | $780/30ml

Available at fresh boutiques, counters and www.fresh.com/hk