K-POP Group 'Hearts2Hearts' Appointed as New Brand Muses for Self-Care Brand 'Sorule'! New Visuals Representing Ideal Hair Softness Released
Sorule has rebranded with a focus on 'hair softness' and appointed SM Entertainment's rookie group Hearts2Hearts as its muse. A promotional campaign featuring exclusive selfie cards starts on May 1st.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 20:00
- 🔍 Collected: April 27, 2026 at 11:31
- 🤖 AI Analyzed: April 27, 2026 at 23:58 (12h 26m after Collected)
Hearts2Hearts, an eight-member Korean girl group, has been appointed as the brand muse for the self-care brand 'Sorule,' which focuses on creating ideal hair through softness. Starting May 1st (Friday), a novelty gift campaign celebrating their appointment will be held at the official online store and participating retail locations.
Sorule has been rebranded around the realization that 'the secret to ideal hair is softness.' Focusing on recurring hair concerns such as morning frizz, dryness, heat damage from irons and dryers, and color damage, the brand emphasizes 'softness you'll want to touch' as the first step toward ideal hair. It has evolved into a self-care brand that pursues softness through daily care that is easy to choose and continue naturally.
Hearts2Hearts, the newly appointed muses, is the first rookie girl group from SM ENTERTAINMENT in about five years since aespa. Since their debut in February 2025, they have won nine rookie awards, setting a record for the most rookie awards among 2025 debut artists. Their name conveys a message of connecting with fans globally through their mysterious and beautiful music to move forward together as a larger 'everyone.' Similarly, Sorule aims to be a brand that softens the heart through the softness of hair, making haircare a time of healing. The alignment in their shared desire to be close to people's hearts led to this appointment. Their supple, flowing hair during performances also perfectly embodies the 'ideal soft hair' Sorule aims to deliver.
The new visuals featuring Hearts2Hearts showcase a natural styling that highlights their hair's softness. Sorule proposes not just soft hair, but 'soft hair you'll want to touch'—hydrated from within and repaired from damage. The visual world is filled with moisture, surrounded by floating bubbles and soft light, showing hair that shines translucently. Even members with high-tone hair color display supple, moisturized hair from root to tip.
Image videos featuring Hearts2Hearts will be released sequentially on official SNS. Please pay attention to their natural appearance and their hair that embodies the concept of 'soft hair that flows in the wind.'
A novelty campaign will also be held, giving away 'Hearts2Hearts Duo Selfie Card Sets' to celebrate the appointment.
[Participating Stores]
Loft, Ainz & Tulpe, R.O.U, Ion, Keio Atman, Shop In, Charley, Hands, Matsukiyo, Yodobashi Camera, and the official online store BeautyFarm (Excludes some stores).
[Period]
Starts from May 1, 2026 (Friday) *While supplies last.
[Condition]
Purchase one or more Sorule hair care products at target stores or online. One set per transaction.
Sorule has been rebranded around the realization that 'the secret to ideal hair is softness.' Focusing on recurring hair concerns such as morning frizz, dryness, heat damage from irons and dryers, and color damage, the brand emphasizes 'softness you'll want to touch' as the first step toward ideal hair. It has evolved into a self-care brand that pursues softness through daily care that is easy to choose and continue naturally.
Hearts2Hearts, the newly appointed muses, is the first rookie girl group from SM ENTERTAINMENT in about five years since aespa. Since their debut in February 2025, they have won nine rookie awards, setting a record for the most rookie awards among 2025 debut artists. Their name conveys a message of connecting with fans globally through their mysterious and beautiful music to move forward together as a larger 'everyone.' Similarly, Sorule aims to be a brand that softens the heart through the softness of hair, making haircare a time of healing. The alignment in their shared desire to be close to people's hearts led to this appointment. Their supple, flowing hair during performances also perfectly embodies the 'ideal soft hair' Sorule aims to deliver.
The new visuals featuring Hearts2Hearts showcase a natural styling that highlights their hair's softness. Sorule proposes not just soft hair, but 'soft hair you'll want to touch'—hydrated from within and repaired from damage. The visual world is filled with moisture, surrounded by floating bubbles and soft light, showing hair that shines translucently. Even members with high-tone hair color display supple, moisturized hair from root to tip.
Image videos featuring Hearts2Hearts will be released sequentially on official SNS. Please pay attention to their natural appearance and their hair that embodies the concept of 'soft hair that flows in the wind.'
A novelty campaign will also be held, giving away 'Hearts2Hearts Duo Selfie Card Sets' to celebrate the appointment.
[Participating Stores]
Loft, Ainz & Tulpe, R.O.U, Ion, Keio Atman, Shop In, Charley, Hands, Matsukiyo, Yodobashi Camera, and the official online store BeautyFarm (Excludes some stores).
[Period]
Starts from May 1, 2026 (Friday) *While supplies last.
[Condition]
Purchase one or more Sorule hair care products at target stores or online. One set per transaction.