- Korean actress and singer Bae Suzy has officially been named the new exclusive global ambassador for Korean skincare brand ANUA, marking one of the brand's biggest celebrity partnerships to date.
- The duo launched a new global campaign centered around ANUA's PDRN collection, built around the message "Dew on, Glow on," spotlighting Suzy's natural, no-makeup aesthetic as the campaign's visual anchor.
- This is Suzy's first partnership with ANUA. According to ANUA's parent company The Founders, she was selected for her natural beauty image and strong public recognition across both Korea and international markets.
- ANUA, founded in 2019, has had no prior celebrity brand ambassador of this scale. The brand built its early global reputation almost entirely through organic social media traction rather than traditional marketing, before exceeding $500 million in retail sales in 2025.
Bae Suzy just added a major beauty deal to her growing portfolio. The South Korean actress and singer has officially been named the exclusive global ambassador for Korean skincare brand ANUA.
Known as the “Nation’s First Love,” Suzy fuses her cultural influence with the brand’s skin-first philosophy to usher in a new chapter in modern Asian beauty.=
To mark the partnership, the duo unveiled a new global campaign centered on ANUA’s PDRN collection, built around the message “Dew on, Glow on.”
The campaign film follows Suzy transitioning from fully glam to a simple white tee and no-makeup look, showcasing skincare as the star of the show.
This is the first time ANUA has fronted a campaign of this caliber with a high-profile celebrity. Just as BLACKPINK’s Jennie made waves signing with Vaseline and aespa’s NingNing landed Gucci, Suzy’s ANUA deal signals the continued power of K-celebrity faces in global beauty and luxury campaigns.
ANUA, which is owned by Korean conglomerate The Founders Inc., has grown rapidly on the back of viral products rather than celebrity marketing. Its Heartleaf Pore Control Cleansing Oil moves more than 50,000 monthly units on Amazon alone. Bringing in Suzy marks a clear strategic pivot toward high-profile brand storytelling.
On the endorsement front, Suzy currently holds global ambassador roles with Céline (since November 2024) and Longines (since May 2022).
On screen, she is set to star in the highly anticipated Disney+ historical horror fantasy series Portraits of Delusion, though its premiere date is yet to be confirmed amid production developments.
Takeaways
ANUA has spent years winning over consumers through TikTok virality and clean formulations, not celebrity campaigns. Bringing in Bae Suzy as their first major global face is a deliberate move: they’re not just selling skincare anymore, they’re building a brand identity that can compete on the world stage.
Suzy’s “natural beauty” persona is a near-perfect match for ANUA’s ethos, and the “Dew on, Glow on” campaign feels less like a paid endorsement and more like an organic fit.
For a brand that crossed $500M in retail sales without a single big-name face, attaching Suzy to the PDRN line signals they’re ready to play in a bigger league.
ANUA built its name without celebrity ambassadors, does bringing in Suzy strengthen the brand’s credibility, or risk making it feel less authentic to its core audience? With ANUA’s biggest market being the U.S., how effective will a Korean celebrity-led campaign be in driving Western consumer conversions?
