On March 15, 2025, Dinto Cosmetics announced the termination of their advertising model contract with actor Kim Soo-hyun, following the ongoing controversy regarding his alleged relationship with the late actress Kim Sae-ron.
Furthermore, they indicated that the brand merely wished to wait for Kim Soo-hyun or his agency to express their position on the matter. Dinto Cosmetics also pointed out that the contract was valid until August 2025, however, following GOLD MEDALIST's ( Kim Soo-hyun 's agency) statement, they are officially proceeding with the termination process.
The brand had faced major backlash following CEO Ahn Ji-hye's initial reaction after the controversy emerged. On March 11, she posted a message on social media stating that she would trust and wait for Kim Soo-hyun, and rather than being swayed by speculation, she would focus on what she could and must do, as reported by Maeil Business Newspaper on March 12.
The couple allegedly dated for six years before the Queen of Tears actor distanced himself, following Sae-ron's 2022 DUI scandal. However, Kim Soo-hyun and GOLD MEDALIST originally covered the damages from the incident, which amounted to 700 million KRW (about £485,000), without asking her to repay the money.
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