Itzy on making ‘gold’, comeback beauty routines and self-expression

Itzy’s latest comeback is pure gold. The K-pop group has released their new album, Goldthis month, which graces fans with not just one, but two title tracks. The music video for the second, ‘Imaginary Friend’, drops today (October 27) and the teaser clips are already causing a stir online. A complete change of direction from their first title track, ‘Gold’, the darker, moodier concept gives all five members the chance to explore yet another side to their musicality.

However, ask them to pick a favorite between the two and they will insist that they both feel special in their own way. “I think all the songs on this album shine,” says Itzy member Lia. Yeji agrees, quoting a line from “Gold” when I ask her to summarize the album’s message in one sentence.

“Gold in the air, gold everywhere,” she says. “The songs on the album could be heard in many places and played everywhere.”

Gold also marks Itzy’s return to performing as a five-piece group after Lia’s hiatus. “Since we are together again as the five, I think the album carries the meaning that we shine more when we are all together,” says Yeji. “That’s why we’re really looking forward to this activity.”

Midzy, Itzy’s fans, have undoubtedly listened to all the songs on the album repeatedly. But they can still look forward to a few surprises when the group officially unveils the music video for “Imaginary Friend” today. “I did an underwater shoot for the first time,” says Ryujin when I ask for some spoilers. “I was a little worried about it, but I think in the end we enjoyed the shoot more than we expected.” Behind the scenes, according to Chaeryeong, there were also some unexpected hiccups. “Every time we had to do an outdoor shoot, it would rain, which made for a funny but sad situation,” she says.

Despite the weather-related challenges, Itzy came through as always, for each other and for their fans. “Meeting Midzy changed our world and made it shine,” says Yuna. “I hope Midzy can also have that same good feeling.”

Ahead of the release of the ‘Imaginary Friend’ music video, Itzy members Yeji, Lia, Ryujin, Chaeryeong and Yuna share their memories of working on the album, comeback beauty routines and what makes them shine brightest.

Between the two title tracks, ‘Gold’ and ‘Imaginary Friend’, which do you identify with more and why?

Yeji: It’s hard to choose between the two, but I think “Gold” fits Itzy very well in terms of message. As for “Imaginary Friend,” at the very beginning of the choreography, I think this is a part that could only work with the five of us. I’m sure you’ll see both our unique style and a new side of us in both songs!

Yuna: Hmm… both songs have something in common with me, so it’s hard to choose.

Lia: Both resonate deeply with us! The meaning of ‘we all shine like gold’ and the message that discovering each other is like finding gemstones that brighten my world are messages we always want to convey. The message of ‘Imaginary Friends’, where we support and embrace each other in the darkness, seems to be a continuation of that idea.

Ryuujin: If I had to choose just one, it would be “Imaginary Friend.” I think everyone has experienced having another side of themselves that can comfort or disturb them, and that’s why I felt a connection with it.

Chaeryeong: It’s hard to choose just one.

What were the most exciting and most challenging parts of working on this album?

Ryuujin: Challenging new genres was both fun and difficult. Like every album, we recorded all the songs with the idea of ​​showing a new image and a new voice, so I would love it if you could focus on those aspects while listening.

Were there things you wanted to try musically and express yourself with? Gold?

Chaeryeong: Since there are different types of songs on the album, I wanted to create different types of sounds to match the different feelings of the songs. It was both fun and challenging to record this in the studio.

Midzys is always so excited to see your new visual concepts. Can you tell me a little more about the visual inspiration for this album?

Yeji: We have expressed it Gold through clothing that reflects light, whether we wear bright colors or even darker colors. We tried to capture a hip vibe that fits the song.

Lia: Since this time we have a double title song and the atmosphere of each song is completely different. I think we show sporty, bright energy styles on ‘Gold’ stages and simpler, calmer and more composed tones on ‘Imaginary Friend’.

As you prepare for a comeback, are you doing anything special in terms of your beauty or wellness routines?

Yuna: When preparing for a comeback I often have muscle pain. Usually I take care of my body at home to improve my condition, mainly with the help of gua sha or warm compresses.

Lia: When I wake up in the morning, I always make sure to do a short stretch, take supplements that promote blood circulation, and drink tea that is good for reducing swelling. I also like to use one gua sha to massage my face, scalp and neck.

Yeji: When washing with shampoo, I find it important to massage the scalp well to loosen it.

Ryuujin: I enjoy making face masks at home.

Chaeryeong: I keep an eye out for teas and supplement pills that are good for reducing swelling!

What’s your favorite unexpected beauty tip you learned on set?

Yeji: The most important thing is to drink plenty of water always and everywhere.

Lia: Since there are times when my facial makeup doesn’t match my body color, I apply a toning cream when there is a little exposure.

Ryuujin: I’ve heard that tying a rubber band around your ears helps reduce swelling.

Chaeryeong: While I get my hair and makeup done, I put a tight elastic band around my ears! It seems like the swelling goes down quickly when I do that.

Yuna: After I finish filming on set, a lot of dust accumulates on my skin and lips, so I immediately remove my makeup.

What does your off-stage preparation routine look like when you’re not working?

Yeji: When I get ready, I usually play songs that match the mood of the day. I love cooling products in my daily beauty routine. Since I sweat a lot while dancing, I often use toner packs to cool my face.

Lia: On days when I’m not working, my prep routine involves washing my face with water and doing morning stretches to relieve any built-up fatigue and puffiness. When I’m getting ready, I like a calming and quiet atmosphere, so I don’t listen to anything. I tend to stay in a calm state until it’s time to go out.

How has your relationship to beauty evolved over time?

Chaeryeong: As I get older, I find and expand on styles that suit me more and more.

Yuna: I have been interested in beauty since childhood. Beauty feels like another genre of self-expression. As time goes by, I feel like I’m getting closer to the beauty world and I love it.

What’s a hair or makeup concept you want to try in the future that you haven’t yet?

Yuna: I would like to try a makeup concept that uses dreamy colors all over the face.

What makes you feel the most beautiful these days?

Ryuujin: Someone who knows how to express and appreciate themselves is truly beautiful.

Yuna: I think the best part is that you have the power to love yourself and share that love with the people around you.

This interview has been edited and condensed for clarity.

Sarah Y. Wu is a senior contributor for Forbes. View her work at sarahywu.com and follow her on Instagram @say.wu.

MORE FROM FORBES

Forbes27 of the Best K-Beauty Products That Are Worth the HypeBy means of Sarah Y. WuForbesHongdam’s tattoo studio is coming to Los Angeles this fallBy means of Sarah Y. WuForbes5 summer K-Beauty products that will be popular in 2024By means of Sarah Y. WuForbesMeet Seolhee, the tattoo artist who combines Korean history and fantasyBy means of Sarah Y. Wu