Social media sensation Daryl Aiden may be best known on Instagram (@darylaiden) for his skills behind the lens, as evidenced by his larger-than-life photographs. These days, though, the 28-year-old can add another feather to his cap as brand ambassador of Korean luxury skincare brand su:m37.

With Daryl’s glowing complexion and youthful looks, his appointment is a perfect fit. “I love to experiment with different skincare products. After trying su:m37 upon a friend’s recommendation, I was immediately hooked,” he says. “I’ve always been striving to get that ‘radiant Korean movie star’ look, and su:m37 gives me just that!”

To kick off his partnership with su:m37, Daryl put his stellar photography skills to the test to present The Secret World of Daryl Aiden, a campaign featuring a series of whimsical images of Daryl and his favourite sum:37 products in various fairy-tale-like settings. “When I was coming up with the concept for the campaign, the idea that immediately came to mind was fairy tales,” he recalls. “It was amazing to be given full creative control to bring my imagination to life.”

Besides Daryl’s own Instagram profile, the campaign images are also on display at Serangoon MRT station until July 15. In addition, su:m37 will hold a special pop-up event at VivoCity from July 4 to 17. There, shoppers will get to enjoy exclusive activities, complimentary su:m37 sample kits, and special promotions.

Below, Daryl shares more about his favourite su:m37 products.


From now until August 31, CLEO readers can enjoy an exclusive 15% discount store-wide on regular-priced su:m37 items. All you have to do is flash this page at the counter.

Purchase any su:m37 product featured on Daryl’s Instagram account from any su:m37 counter and receive a complimentary 5ml vial of Water-full Deep Effect Ampoule worth $15.

For more information, follow su:m37 on Facebook and Instagram.

– Brought to you by su:m37 –