Incredibuzz: Why Nutrakos Chose Kim Hyun-joo as Brand Ambassador... An Ambassador Who Can Speak About 'Recovery'

The reason why Incredibuzz’s Italian inner beauty brand Nutrakos chose actress Kim Hyun-joo as its brand ambassador is clear. Rather than a glamorous image, the trust and balance built up over time, as well as the value of routines sustained in daily life, align closely with the brand’s philosophy.

At the ‘2025 NUTRAKOS BEYOND TIME’ event held on December 18, Kim Hyun-joo took the stage after the brand video screening and delivered a message about ‘Time Recovery’ as defined by Nutrakos. Kim Hyun-joo’s focus was not on the products themselves, but on attitudes toward life and the importance of routine.

She stated, “Recovery is not a result achieved in a short period, but a process built up over time,” adding, “The direction Nutrakos has pursued in its research closely resembles this flow.” This naturally connects with the research philosophy the brand has maintained for the past 30 years.

Nutrakos is a brand equipped with technology based on international patented ingredients and amino acid research, but rather than putting this at the forefront, it has chosen a strategy of presenting it as routines that can be applied to consumers’ daily lives. Kim Hyun-joo symbolically represents this brand strategy as its ambassador.

At the event, Kim Hyun-joo spoke about ‘recovery’ in her own words and through her own experiences, rather than simply explaining the brand’s message. This aligns with Nutrakos’s direction of prioritizing trust over advertising and experience over messaging.

A Nutrakos representative explained, “Actress Kim Hyun-joo is the person who can most effectively convey the philosophy of Nutrakos in a balanced way,” adding, “Through our brand ambassador, we aim to propose inner beauty not as a trend, but as a sustainable routine.”