If there’s one thing we know, it’s that 2024 has been a big year for electronic music star Peggy Gou. The South Korean DJ, producer and singer is one of the hottest acts touring and this summer the world is taking notice in a big way. Gou was just on the cover of Vogue Netherlands and is set to release her debut album in June following the success of its lead single “(It Goes Like) Nanana”, which debuted at number 14 on the UK Single Charts and went viral on social media as the anthem of summer 2023. Touring, tearing up red carpets in fabulous fits and the hotly anticipated new album would be more than enough to keep Gou busy, but the powerhouse is taking on yet another project: she’s just been announced as the new global beauty ambassador for Maybelline New York.

Gou’s success is due in large part to her obvious talent but she also has an intrinsic sense of style and creativity which connects with a diverse audience, something Maybelline New York Global Brand President Trisha Ayyagari, called, “ a true testament to her authenticity and artistry.”

“Maybelline New York is thrilled to welcome Peggy Gou as our newest ambassador,” Ayyagari announced in a recent press release calling Gou’s energy “infectious.” The brand says they believe Gou to be “a true leader in both music and fashion” with an authentic approach to beauty, style and music. The partnership hopes to celebrate that creativity and self-expression.

“I am honoured and excited to join the Maybelline New York family,” says Gou. “Maybelline has always been a brand that celebrates individuality and creativity – values that resonate deeply with me.” She adds that the products are also resilient enough to withstand the demands of her hectic touring schedule.

As an ambassador, Gou will front upcoming product and brand campaigns, starting with Gou’s spin on Maybelline’s cult favourite 16-hour SuperStay Matte Ink Liquid Lipstick range.