- ANUA has named Kendall Jenner its first-ever global brand ambassador, launching a worldwide campaign anchored by its PDRN Collagen Glow Facial Serum Spray.
- The partnership is a multi-year deal covering global campaigns and product launches, kicking off June 1, 2026 across digital and social platforms.
- ANUA is hosting an immersive "Dew On The Go" pop-up in New York City's SoHo (21 Greene Street) on June 6–7, inspired by a European summer aesthetic and built around the products Jenner uses daily.
- Prior to Jenner, ANUA had named Korean actress and singer Bae Suzy its global ambassador in May 2026, marking the brand's first major celebrity-driven push after years of building its name purely through organic social traction.
ANUA, the Korean skincare brand that crossed $500 million in global retail sales in 2025, has named Kendall Jenner its first-ever global brand ambassador.
The announcement, made June 1, 2026, comes with a worldwide campaign spotlighting ANUA’s PDRN Collagen Glow Facial Serum Spray, a product Jenner says is already part of her daily routine.
“I first discovered the double cleanser, and it has changed my skin. I also love their Azelaic green serum and PDRN which gives me a dewy glow,” Jenner said.
The deal is a multi-year partnership covering global campaigns and product launches. A “Dew On The Go” pop-up experience in SoHo, New York runs June 6–7, giving fans a firsthand look at the products behind Jenner’s skin routine.
For Jenner, this adds to a busy 2026 on the brand front. She recently starred in a recent L’Oréal Paris’ Oscars-Night campaign alongside Simone Ashley. This is her first partnership with ANUA.
For ANUA, the pivot to high-profile Western celebrity faces is deliberate. The brand, which was TikTok Shop’s number one beauty brand by revenue in 2024 and is sold in over 20,000 U.S. retail doors, is clearly building for a mainstream global audience, not just skincare devotees.
Takeaways
ANUA spent years winning without celebrity faces: TikTok virality, clean formulas, and word-of-mouth did the heavy lifting. But crossing $500M in revenue changes the brief. Now they’re playing a different game, and Kendall Jenner is the most recognizable beauty face they could have signed for Western markets.
What makes this partnership interesting isn’t just the star power, it’s the timing. ANUA already named Bae Suzy as a global ambassador just weeks ago, anchoring the K-beauty core. Jenner covers the Western consumer. Two faces, two audiences, one aggressive push for global dominance.
Jenner’s “effortless, minimal skincare” reputation is a genuine fit for ANUA’s brand identity. This isn’t a celebrity slapping their name on a product, she’s been using the double cleanser and PDRN spray in her routine, which makes the storytelling easier to sell.
With ANUA running two high-profile global ambassador campaigns within weeks of each other, is the brand spreading its marketing message too thin or smartly targeting distinct audiences? Could this partnership signal a broader trend of K-beauty brands fast-tracking into luxury lifestyle positioning through Western celebrity deals?
