Anua Names Kendall Jenner as Its First Global Brand Ambassador

Čen 3, 2026 - 08:00

Korean skincare brand Anua has announced Kendall Jenner as its first-ever global brand ambassador. Alongside the appointment, the brand is launching a global campaign centered on its PDRN Collagen Glow Facial Serum Spray.

Summary

Anua has appointed Kendall Jenner as its first global brand ambassador.
The brand has launched a global campaign centered on its PDRN Collagen Glow Facial Serum Spray.
Anua surpassed $500 million in global sales by 2025 and has sold more than 40 million products across 160 countries.
To celebrate the campaign launch, Anua will host its “Dew On The Go” pop-up event in SoHo, New York.

Anua Continues Its Rapid Growth in the U.S. Market

The partnership comes as Anua continues to expand its global footprint, particularly in the United States. The brand has gained significant momentum through digital channels, becoming the top-selling single beauty brand on TikTok Shop U.S. in 2024 while maintaining strong performance on Amazon.

According to the company, Anua surpassed $500 million in global sales by 2025 and has sold more than 40 million products across 160 countries. The brand is now available in more than 20,000 retail locations across the United States, marking its evolution from a digitally driven skincare label into a nationally distributed beauty brand.

A Global Campaign Centered on the PDRN Serum Mist

Anua’s product philosophy is rooted in skin-friendly formulations and ingredient-focused skincare solutions. The brand noted that Jenner’s preference for a simple and consistent skincare routine aligns closely with its values, making her a natural choice for the partnership.

The campaign highlights how Jenner incorporates the PDRN Collagen Glow Facial Serum Spray into her everyday skincare routine.

Speaking about the brand, Jenner said, “Since discovering double cleansing, my skin has changed dramatically. I also love the Azelaic Green Serum and the PDRN products that give my skin a fresh, dewy glow. I’m a huge fan of Anua products.”

Yi Seonhyeong, CEO of The Founders, Inc., the company behind Anua, added: “We are thrilled to partner with Kendall Jenner, a true global icon. Her minimalist and intuitive lifestyle seamlessly aligns with Anua’s ‘trend meets trust’ philosophy, and we look forward to sharing this shared vision with a wider global audience.”

At the center of the campaign is the PDRN Collagen Glow Facial Serum Spray, a capsule mist formulated with 2,000 ppm of PDRN (salmon DNA-derived ingredient) and hyaluronic acid. Featuring ultra-fine oil capsule technology, the formula delivers lightweight hydration while absorbing quickly into the skin. It can be used both before and after makeup application.

According to the brand, clinical testing demonstrated improved skin hydration and a temporary reduction in skin surface temperature. The non-comedogenic formula is designed to be suitable for a wide range of skin types.

Anua to Host a Pop-Up Event in SoHo, New York

To celebrate the campaign launch, Anua will host its “Dew On The Go” pop-up experience in SoHo, New York.

Open to the public from June 6–7 at 21 Greene Street, the event is inspired by the relaxed and romantic atmosphere of a European summer holiday. Visitors will have the opportunity to experience the brand’s bestselling products, including those featured in Jenner’s skincare routine.

The immersive activation will feature product discovery zones, a photo booth, the Dew Fountain, Dew Café, and a gift shop, creating multiple touchpoints for guests to engage with the brand’s universe.

The Next Growth Phase for K-Beauty Brands

The K-Beauty industry has increasingly shifted from social-media-driven awareness to large-scale retail expansion. Anua stands out as one of the clearest examples of this transition, leveraging its success on TikTok Shop and Amazon to rapidly expand its presence across the U.S. retail market.

Jenner’s appointment represents more than a traditional celebrity endorsement. It signals how digitally native K-Beauty brands are increasingly positioning themselves within the global prestige beauty landscape. As the category matures, the focus is likely to move beyond awareness-building toward long-term brand equity and premium market positioning.