The new commercial and visuals for &be, for which INI serves as brand ambassador, were released on Wednesday, August 20, 2025.

&be, produced by hair and makeup artist Yusuke Kawakita, will be relaunching its base makeup line in April 2025, representing the essence of "Kawakita makeup," which brings out natural beauty with minimal processes. The second item in the revamp is the &be UV Primer Rich Moist.

The theme of the new commercial, "be off... be on." is "From everyday life to the stage." Through the rhythmic footage featuring INI's natural yet captivating personality and <&be> items, the commercial expresses the desire for <&be> to be a presence that accompanies each person, bringing out their individuality, from the ordinary moments of everyday life to the shining moments on stage.

A new visual was also released today.

The stylish visuals, featuring INI in a shirt and jacket, express her radiant "ON day" on stage. For the shoot, we used the new product "&be UV Primer Rich Moist" and "&be Glow Cushion Foundation," which will be released on Friday, November 7th, to create a natural, radiant, beautiful skin.

Please also pay attention to the cool expressions each of the 11 members shows off.

&be new CM “be off.

https://youtube.com/shorts/qXOBXjL_dPc

&be official website: https://andbe-official.com

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YouTube：https://www.youtube.com/@beofficialchannel9336

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