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2025.06.18
BEAUTY

So Matsushima of "Timelesz" Appointed as Ambassador! How Korean Skincare Brand Abib Made a Comeback in Japan Alongside "Resurrection Grass"

#Abib
#Abib
#skincare
#Korean cosmetics
#Resurrection Grass series
#face mask
#moisturizing care
#So Matsushima
#timelesz
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Every year, trust in Korean cosmetics continues to grow. The Korean natural skincare brand Abib entered the Japanese market in 2019, riding the wave of Korean beauty trends and the demand for plant-based skincare. However, it temporarily withdrew from Japan soon after.
Then in 2025, with "timelesz" star So Matsushima newly appointed as brand ambassador, Abib made a triumphant return. The Resurrection Grass (復活草) series quickly gained popularity, earning widespread support. In this interview with the Abib Japan Division, we explored the differences in Korean and Japanese skin and skincare habits, the story behind Abib's comeback, and the power of the trending "Resurrection Grass."

So Matsushima Becomes Brand Ambassador: The Story Behind the Comeback

Abib, the Korean natural skincare brand, entered the Japanese market once in 2019 but pulled out temporarily. Now, in 2025, they’ve returned with a fresh strategy. This time, "timelesz"’s So Matsushima has been selected as the brand ambassador.
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