Singer BoA has become the new face of cosmetics brand Missha.

BoA wrapped up shooting her first 2012 advertisement with Missha, which features the star against a purple backdrop. She’ll be endorsing the popular ‘Night Repair Science Activator Ampoule’ product from Missha’s ‘Time Revolution’ line.

A representative from the brand commented, “We took BoA’s luxurious image and portrayed it in an artistic way for this advertisement… She was recognized as a beauty star after all the close-ups of her flawless, clear skin on ‘K-Pop Star‘, and she portrays the image of a savvy, charismatic career woman.”

BoA previously acted as Missha’s endorsement model from 2003 to 2006.