Korean skin care brand Anua has named Kendall Jenner its first global brand ambassador.
The partnership launches with a campaign spotlighting Anua’s PDRN Collagen Glow Facial Serum Spray, a product Jenner has previously featured on her social media.
“Anua is one of those brands that’s just stayed in my routine since the first time I tried it. It gives me that healthy glow while keeping my routine simple,” Jenner said in a statement.
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Launched in 2019 by The Founders, a brand incubator led by Lee Sunhyung and Lee Changjoo, Anua entered the U.S. market in 2022. The company said the brand surpassed $500 million in global retail sales in 2025, with the U.S. its largest market. It has sold more than 40 million units across 160 countries and is distributed through more than 20,000 retail doors in the U.S. In 2024, it ranked as TikTok Shop U.S.’ top beauty brand by single-brand revenue.
“As Anua continues its rapid growth around the world, we wanted our first global ambassador partnership to be rooted in genuine product love,” said Seon Hyeong Yi, chief executive officer of The Founders. “Kendall’s skin care journey reflects something many people can relate to — trying countless products, searching for what truly works and ultimately finding confidence in a simpler routine. Her connection to Anua began long before this partnership, which made her a natural choice to represent the brand as we enter this next chapter.”
Launching Monday, the campaign will run across Anua’s digital and social platforms as part of a multiyear agreement encompassing future global campaigns and product launches. To celebrate, the brand will host a “Dew on the Go” pop-up in New York at 21 Greene Street in SoHo on June 6 and 7, featuring product discovery experiences, a photo booth and a “Dew Café.”
The ambassador announcement follows another collaboration for Anua. Earlier this year, the brand partnered with Netflix’s animated film “KPop Demon Hunters” on a curated product assortment.
Jenner, the 30-year-old model and founder of 818 Tequila, also serves as a global ambassador for L’Oréal Paris, global fragrance ambassador for Emporio Armani and ambassador for Therabody.