Korean skincare brand Anua has named Kendall Jenner as its first-ever global brand ambassador, marking a major milestone for one of K-beauty’s fastest-growing success stories.
The partnership launches with a global campaign centred on the brand’s PDRN Collagen Glow Facial Serum Spray, a product Jenner says has become part of her everyday skincare routine.
If you’ve spent any time on BeautyTok recently, chances are you’ve come across Anua. The Korean skincare brand has built a strong following through its ingredient-focused approach and social media popularity, helping it become one of the most talked-about names in K-beauty. Bringing Jenner on board is the latest step in its efforts to strengthen its presence in key international markets.
At the centre of the campaign is Anua’s PDRN Collagen Glow Facial Serum Spray, a lightweight mist formulated with PDRN and hyaluronic acid. Designed for use throughout the day, it can be applied under or over make-up, making it a convenient option for frequent travellers, busy professionals and anyone looking for a quick hydration boost on the go.
The timing comes as Anua continues its rapid global expansion. Since entering the US market in 2022, the brand has grown quickly, becoming TikTok Shop US’s top beauty brand in 2024 and earning Amazon Top Brand recognition in both 2024 and 2025. By 2025, it had surpassed US$500 million in global revenue and sold more than 40 million products across 160 countries.
The partnership also aligns with Jenner’s well-known approach to skincare. The model has previously spoken about favouring simple, consistent routines and has publicly shared her appreciation for several Anua products, including its cleansers and serums. That emphasis on straightforward, barrier-focused skincare reflects the philosophy that has helped the brand build a loyal customer base worldwide.
To mark the launch, Anua will host its “Dew On The Go” pop-up experience in New York’s SoHo neighbourhood on June 6 and 7. Visitors will have the chance to explore the brand’s products, discover its bestselling formulas and get a closer look at the campaign as Anua continues to build its profile on the global beauty stage.
