On March 20, 2025, Jo Malone London, a well-known British fragrance brand, announced the termination of its contract with actor Kim Soo-hyun, who has predominantly served as the brand’s ambassador in Asia. This decision arises amid growing concerns surrounding Kim’s personal reputation, particularly a controversy related to his alleged relationship with the late actress Kim Sae-ron during her minor years, as reported by Newsis.
Following the escalation of the controversy, Jo Malone London decided against renewing Kim’s ambassadorial role, effectively removing all promotional materials featuring him from public view. This action aligns with a broader trend, as several other brands, including Dinto Cosmetics, Prada, Tous Les Jours, and Cuckoo China, have similarly severed ties with Kim amidst the ongoing backlash.
Public Reaction to the Brand’s Decision
The reaction on social media has been overwhelmingly supportive of Jo Malone’s decision. Netizens expressed their agreement with the brand’s actions, with many emphasizing that Kim’s situation serves as a consequence of his own decisions. One user remarked,
“Ohh if it ain’t the consequences of his actions,”
Further comments on social media showcase a strong push from the public for brands to reconsider any affiliations with the actor. One user thanked Jo Malone, stating:
“Thank you Jo Malone! I have been using Jo Malone for 5 years and I’m glad they don’t tolerate grooming, lying, manipulating, and bullying.”
Others questioned the duration it took for the brand to act, with comments suggesting that Jo Malone’s reputation as a fragrance leader does not hinge on celebrity endorsements.
“i wonder why Jo Malone took days to decide. They don’t need him, the brand is already known for good perfume scents. No need to pay high fees for an endorser,”
Overview of the Controversy Surrounding Kim Soo-hyun
The controversy ignited when a video from the YouTube channel Garosero Research Institute alleged a romantic relationship between Kim Soo-hyun and Kim Sae-ron, where she was claimed to be only 15, while he was 27. This revelation added significant weight to the public’s backlash against the actor.
In addition to the relationship claims, the aunt of Kim Sae-ron accused GOLD MEDALIST, Kim Soo-hyun’s agency, of financial misconduct and a lack of support following the actress’s controversial DUI incident in 2022. Although GOLD MEDALIST has denied these allegations, they confirmed that Kim and Sae-ron were involved from 2019 to 2020.
Keen to clarify their stance, GOLD MEDALIST announced intentions to substantiate their claims with evidence but faced severe backlash from both Kim Sae-ron’s family and a concerned public. A representative of her family criticized the agency for allegedly misrepresenting the actress, echoing widespread concern over ethics and transparency.
“Gold Medalist falsely portrayed Sae-ron as a confused young woman who lied,”
Following these developments, more brands, including Homeplus, Eider, and K2 Korea, have begun to distance themselves from Kim Soo-hyun by removing advertisements featuring him in light of the public’s growing concerns and the ongoing fallout from this personal scandal.
As the situation evolves, it remains crucial for brands to consider the long-term impacts of their associations with public figures. This incident serves as a notable case study in the intersection of personal conduct and corporate reputation.