Why do fans think EXO’s Kai will be Bobbi Brown’s first male muse?

Reports in late 2020 suggested that EXO member Kai might be stepping into a new role with Bobbi Brown, a cosmetics brand long associated with its “Be Who You Are” ethos. The speculation began when Editor-in-Chief Kim Yoon Hee of 1st Look Magazine posted an Instagram photo of herself alongside the singer, who held a celebratory cake inscribed with the words “Kai x Bobbi Brown: Congratulations on becoming the first male muse for Bobbi.” Within hours the image disappeared from her account, and the brand offered no immediate statement, leaving fans and media outlets to wonder whether the moment marked an official appointment or an early tease.

Fan fervor

EXO supporters responded quickly on social platforms, sharing the hashtag #KAIxBOBBIBROWN and noting how the rumored partnership aligned with the group’s ongoing emphasis on individuality. One user highlighted the singer’s dual milestone as both a potential Bobbi Brown muse and Gucci’s first male global ambassador, while others pointed out the timing during pandemic restrictions that limited everyday makeup use. The initial excitement centered on the 2020 post, yet many fans later revisited the conversation after the 2021 announcement that clarified the scope of the collaboration.

Perfect passage

Kai’s association with Gucci predates the Bobbi Brown conversation. He became the Italian house’s first Korean global ambassador and has appeared in multiple eyewear and ready-to-wear campaigns, including the later Aria collection. The sustained relationship reinforced his reputation as a reliable face for luxury houses that value consistent imagery across markets, setting a precedent for the regional beauty role that followed.

Official APAC Muse Appointment

By March and April 2021 the rumor evolved into an official regional appointment. Bobbi Brown named Kai its first Asia Pacific Brand Muse, tasking him with campaigns that spanned makeup, skincare, and digital content aimed at the region. The partnership positioned him as an ambassador of optimism and confidence, values the brand continues to promote even as its founder has stepped away from day-to-day operations.

Kai’s Expanding Brand Portfolio Post-2021

Since the APAC role was confirmed, Kai has added further commercial partnerships. In early 2026 Lacoste announced him as a brand ambassador, and M·A·C Cosmetics named him its China representative. These deals sit alongside continued Gucci work, illustrating how his appeal has translated across lifestyle and beauty categories without being limited to a single territory or product line.

Bobbi Brown Brand Evolution

Ownership and ambassador strategy at Bobbi Brown have shifted since the 2020 speculation. The company remains under Estée Lauder, yet founder Bobbi Brown no longer holds an operational position. In October 2025 the brand introduced actress Sara Foster as a global ambassador, keeping the core “Be Who You Are” message intact while refreshing its public face for new audiences.

Social silence

The 2020 Instagram post was removed before any official comment surfaced, creating a brief window of uncertainty. That gap closed the following year when the Asia Pacific Muse appointment was publicly confirmed, giving fans a clearer picture of the partnership’s actual reach and timeline.