Korean skincare brand Anua has chosen Kendall Jenner as its first global brand ambassador, marking a major step in its international growth. This partnership is a key milestone for the fast-growing company as it expands worldwide.
The partnership kicks off with a new campaign for Anua’s popular PDRN Collagen Glow Facial Serum Spray, which Jenner has already shared on her social media. Anua wants to connect with real users by working with people who genuinely like its products.
Jenner says she started using Anua as part of her skincare routine well before the partnership was made official.
“Anua is one of those brands that’s just stayed in my routine since the first time I tried it,” Jenner shared in a statement. “It gives me that healthy glow while keeping my routine simple.”
The appointment is a major achievement for Anua, which has grown remarkably since its 2019 launch. Founded by The Founders, a brand incubator led by Lee Sunhyung and Lee Changjoo, the company entered the U.S. market in 2022 and quickly expanded internationally.
Now, Anua products are sold in over 160 countries and more than 20,000 stores across the United States. The brand passed $500 million in global retail sales in 2025 and has sold over 40 million units worldwide. Its strong digital presence also helped it become the top beauty brand on TikTok Shop U.S. by single-brand revenue in 2024.
Anua CEO Seon Hyeong Yi said Jenner was an obvious choice for the company’s first global ambassador.
The company pointed out that Jenner’s skincare journey is similar to many people who spend years looking for products that work. This real connection made the partnership feel both believable and smart.
The new campaign will appear on Anua’s social media and digital channels as part of a multi-year deal that also includes future product launches and global marketing plans.
To celebrate, Anua will host a “Dew on the Go” pop-up in SoHo, New York City, on June 6 and 7. Visitors can check out products, take part in interactive activities, snap photos in a themed booth, and enjoy treats from the Dew Café.
The ambassador news comes as Anua continues to gain momentum. Earlier this year, the company drew attention with a collaboration tied to Netflix’s animated film KPop Demon Hunters, which helped it further connect with global pop culture fans.
For Kendall Jenner, this partnership is another big beauty endorsement in her already impressive career. The model, entrepreneur, and 818 Tequila founder is also a global ambassador for L’Oréal Paris, a fragrance ambassador for Emporio Armani, and an ambassador for wellness tech company Therabody.
As Korean beauty becomes more popular around the world, Anua’s partnership with a top fashion figure underscores its goal of becoming a leader in global skincare. With more customers, a strong retail network, and a well-known ambassador, the brand is ready for its next stage of growth.