TWICE members join ReFa
Beauty brand ReFa named MISAMO — Mina, Sana and Momo from TWICE — as their new ‘ReFa Muses’ and launched a special site and visuals that have already generated press and social attention. That kind of idol‑driven beauty partnership usually signals a targeted skincare push in Asia and global K‑pop crossover marketing. (x.com)
A Japanese beauty brand just handed one of its biggest hair-care campaigns to three K-pop stars who already move stadiums. On April 8, ReFa named MISAMO — Mina, Sana, and Momo from TWICE — its new muses for the hair-care category and launched a dedicated campaign site the same day. (refa.net) This was not a one-photo endorsement. ReFa and its parent company MTG called the rollout “ReFa BEAUTY SHOWCASE with MISAMO” and described it as the biggest beauty collection project in the brand’s history, with more visuals, events, and social posts still to come. (mtg.gr.jp) MISAMO is not a new group built for an ad campaign. It is the Japanese trio inside TWICE, made up of Mina, Sana, and Momo, and it debuted in Japan on July 26, 2023 with the mini album *Masterpiece*. (twicejapan.com) The trio has been getting bigger fast in Japan. MTG said MISAMO released its second mini album *HAUTE COUTURE* in November 2024, then played a six-date dome tour across Belluna Dome, Kyocera Dome Osaka, and Tokyo Dome that drew about 250,000 people. (mtg.gr.jp) By February 4, 2026, MISAMO had another release ready: its first Japanese full album, *PLAY*. That gives ReFa a group with a fresh album cycle, recent arena-scale visibility, and three members who are already household names in the Japanese market. (jypj-store.com) ReFa is not just a makeup label putting a singer on a poster. The brand sells hair-care tools, brushes, shower products, beauty devices, and skin-focused items, so putting MISAMO into the hair-care lane points to a product push people can buy into one tool at a time, like a dryer, brush, or shower head. (refa.net) The company made that connection explicit. ReFa said it chose MISAMO for the hair-care category because the trio’s polished image and everyday attention to hair care matched the brand’s beauty philosophy. (refa.net) That also explains why this campaign starts in Japan but does not stay there. MTG said the goal is to send ReFa’s beauty world “domestically and internationally,” and MISAMO gives it a bridge between Japan’s beauty market and TWICE’s global fan base. (mtg.gr.jp) Fashion trade outlet WWD JAPAN treated the announcement as a real industry move, not just fan-service content. Its report noted that ReFa publicly unveiled the special site and key visuals on April 8, which is usually the first step before product-specific drops and in-person activations. (wwdjapan.com) So the news is bigger than three celebrities appearing in a beauty ad. ReFa has taken one of Japan’s strongest idol units, tied it to its hair-care business on April 8, 2026, and left the door open for more campaign pieces to roll out in stages from the new showcase site. (refa.net)
