Jeon So Mi was recently selected as a new endorsement model for hair brand L'Oreal Paris!

The announcement was made by L'Oreal Paris earlier this week, with the brand taking to their official YouTube account to share the idol's first advertisement for their line of box dyes. The ad shows her in a full range of hair colors and styles, proving Jeon So Mi's trendy and versatile visuals.

"With a perky and hip vibe, Jeon So Mi is a representing icon of Gen Z," a representative from L'Oreal Paris stated on their decision to use her as a face for the brand. "We're looking forward to being able to show a new side of the L'Oreal Paris brand with Jeon So Mi."

Meanwhile, Jeon So Mi has shown repeated success as an endorsement model for both beauty and fashion brands, having previously also worked with GIVERNY, KissMe, Nuovo, and more.

Check out her first commercial and campaign photos here!