On February 26, Crush‘s agency P Nation announced that Crush has been selected as the new model for global No.1 sun care brand La Roche-Posay.
Regarding the background of his selection, the agency stated, “Crush naturally enjoys running and various outdoor activities in his daily life, representing a healthy and stylish daily outdoor lifestyle.” They added that as a trendsetter who presents a sophisticated mood through music, fashion, and lifestyle at events such as Waterbomb festivals, concerts, and broadcasts, Crush is expected to create strong synergy with La Roche-Posay’s values of delivering professional dermatological solutions to help realize a better life.
Through his collaboration with the brand, Crush plans to launch campaigns promoting the importance of protection against long-wave UVA rays, particularly for modern individuals who enjoy outdoor activities. Given that he has consistently shared his outdoor lifestyle with fans, expectations are high that his authentic messaging will resonate with the public.
In addition to his advertising activities, Crush continues to thrive musically. He is currently appearing as a producer on Mnet’s ongoing program, further showcasing his versatility in the entertainment industry. He also recently released the duet track “In & Yang” and presented a Fanxy Child version of the song, demonstrating his ongoing creative momentum.
Most notably, at the Korean Hip Hop Awards 2026, he won two major honors: R&B Album of the Year and R&B Track of the Year, reaffirming his status as a leading R&B artist.
With achievements spanning music, television, live performances, and now advertising, Crush continues to expand his influence across multiple fields — drawing even greater anticipation for his next moves.
Sources: Netizenbuzz
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