This Erborian campaign in the Paris metro changes everything we know about beauty ads.

In the spring of 2026, Erborian is bringing a breath of fresh air to the world of beauty. The Korean skincare brand has chosen to display unretouched photos in the Paris metro. This bold initiative challenges the usual codes of advertising campaigns.

An authentic beauty campaign

While ultra-smoothed visuals still dominate display advertising, Erborian has taken the opposite approach. For the launch of its new Hydra range, the brand decided not to retouch a single photo. This radical choice responds to growing public demand for greater sincerity.

On the walls of the Paris metro, faces appear as they really are. Social networks also relay these unfiltered images. The natural texture of the skin remains visible, with all its little imperfections.

This approach is as refreshing as the new products launched by the brand. Consumers can see the real results of the products. This transparency reinforces confidence in the brand.

“Unretouched photos displayed in the Paris metro: that’s the refreshing challenge the Erborian brand has taken up for its latest campaign!”

Influencers who show their true colors

Several content creators have agreed to take part in this adventure. Among them are Andie Ella, Paola Locatelli and Sananas. So Charmante, Sandy Jules, MV Tiangue and Loeva are also part of the cast.

Each of them displays his or her skin without artifice or digital corrections. Imperfections remain visible, making the visuals more human. This approach appeals to a public in search of sincere reference points.

• Unretouched photos in the Paris metro
• Seven influencers involved in the campaign
• Launch of the new Hydra range
• Best-selling CC Cream for over 13 years
• New products: Water Serum, Glow Moisturizer and Matte Moisturizer

Erborian’s new products under the microscope

The Hydra range features several eagerly-awaited references. The new Water Serum promises intense hydration for all skin types. Its light formula adapts to the needs of the summer season.

Two creams complete the offer: Glow Moisturizer and Matte Moisturizer. Glow Moisturizer brings a luminous radiance to the complexion. The latter is more suitable for combination or oily skin.

The CC Crème remains at the heart of our communications. This flagship product has been accompanying consumers for over 13 years. Its success continues year after year.

The visual universe of the campaign remains faithful to the brand’s DNA. And yet, a dose of the real thing makes all the difference. Every skin retains its natural radiance, without artifice.

A response to public expectations

Many consumers are calling for more authenticity in beauty. The ubiquitous filters on social networks sometimes create a sense of unease. Seeing a brand display unretouched photos makes perfect sense.

This trend is part of a wider movement. Brands must now prove their sincerity to earn trust. Erborian meets this requirement with a coherent campaign.

The message is clear: beauty doesn’t need artificial perfection. Small imperfections are part of every face. In this way, the skin becomes the real hero of this communication.

A turning point for beauty codes in 2026

With summer 2026 just around the corner, this initiative is sure to leave a lasting impression. The brand has created an inspiring interpretation of current aesthetic standards. This positioning could inspire other players in the sector.

The Paris metro becomes an unexpected place of expression. Passengers come across authentic faces every day. This presence in the public space amplifies the impact of the message.

Korean skincare continues to win over the French market. Erborian confirms its place among the most popular brands. Its approach combines effectiveness and strong values.

This campaign proves that a brand can combine performance and sincerity. Consumers seem ready to follow suit. Unretouched beauty has a bright future ahead of it.

• Erborian