Kendall Jenner Becomes Anua’s First Global Ambassador as the K-Beauty Brand Accelerates Its Worldwide Expansion
Kendall Jenner is officially the first global ambassador for Korean skincare brand Anua, marking a significant milestone in the company’s rapid international growth.
The model and entrepreneur fronts a new campaign spotlighting Anua’s PDRN Collagen Glow Facial Spray Serum, a product she has previously featured on her own social media channels. The partnership reflects Anua’s strategy of aligning with figures who already have an authentic connection to the brand.
“Anua is one of those brands that has stayed in my routine since I first tried it,” Jenner said. “It gives me a healthy glow without overcomplicating my skincare routine.”
Founded in 2019 by The Founders, the brand-building company led by Lee Sunhyung and Lee Changjoo, Anua entered the U.S. market in 2022 and has since become one of the fastest-growing names in K-beauty. The company reported more than $500 million in global retail sales in 2025, with the United States serving as its largest market. Anua products are now available in more than 160 countries and across over 20,000 retail locations in the U.S.
“As Anua continues its rapid global growth, we wanted our first ambassador partnership to be rooted in genuine product affinity,” said Seon Hyeong Yi, chief executive officer of The Founders. “Kendall’s skincare journey reflects what many consumers experience—searching for products that truly work and finding confidence in a simpler routine. Her relationship with Anua began long before this collaboration, making her a natural choice for this next chapter.”
The campaign launches across Anua’s digital and social platforms as part of a multi-year agreement that will include future global campaigns and product launches. To celebrate the partnership, the brand will host its “Dew on the Go” pop-up experience in New York’s SoHo neighborhood on June 6 and 7, featuring product discovery activations, a photo booth, and the Dew Café.
The appointment further elevates Anua’s global profile as the brand continues to expand beyond its Korean roots and strengthen its presence in the highly competitive U.S. beauty market. For Jenner, whose portfolio already includes partnerships with leading names in beauty and wellness, the collaboration underscores the growing influence of K-beauty on the international stage.
