Kendall Jenner Joins K-Beauty Brand “Anua” as First Global Ambassador

Published: June 1, 2026 Last Updated 2 seconds ago by Esther Ejoh

Kendall Jenner has established herself as a leading figure in beauty endorsements, representing brands such as L’Oréal Paris, Emporio Armani, and Therabody.

Now, she joins Anua, a prominent South Korean skin care brand, as its first global brand ambassador. This multi-year partnership launches with a campaign for Anua’s PDRN Collagen Glow Facial Serum Spray, a product Jenner has used and featured on her social media before any formal agreement. “Anua is one of those brands that’s just stayed in my routine since the first time I tried it,” Jenner said to WWD. “It gives me that healthy glow while keeping my routine simple.”

This partnership marks a major milestone for Anua, which launched in 2019 under The Founders, led by Lee Sunhyung and Lee Changjoo. In seven years, Anua has surpassed $500 million in global retail sales, with the United States as its largest market. The brand has sold over 40 million units in 160 countries and is available in more than 20,000 U.S. retail locations. With Jenner as ambassador, Anua’s growth is expected to accelerate.

The campaign centers on Anua’s PDRN Collagen Glow Facial Serum Spray, reflecting the brand’s focus on innovative, effective formulations. PDRN, a bioactive ingredient from salmon DNA, is valued in regenerative medicine for its tissue-repair and anti-inflammatory benefits. In skin care, it supports collagen production, skin barrier repair, and improved texture and elasticity. Collagen further enhances the serum’s anti-aging benefits. The spray format offers convenience, delivering active ingredients efficiently for easy integration into daily routines.

Jenner’s connection to the product predates the campaign. According to Anua, she used and featured the PDRN Collagen Glow Facial Serum Spray on social media before any formal partnership. This authenticity was a key factor in her selection.

“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,” said The Founders’ CEO, Seon Hyeong Yi. “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.”

Anua is known for addressing gaps in the beauty market with targeted solutions. Unlike many K-beauty brands, Anua focuses on a curated range of heart-leaf (Houttuynia cordata) products that soothe sensitive skin and strengthen the skin barrier. The brand’s 2022 entry into the U.S. market marked a turning point, as its heart-leaf line quickly gained popularity among skin care enthusiasts for calming redness, reducing breakouts, and providing gentle hydration.

Anua’s growth is reflected in its achievements: in 2024, it was TikTok Shop U.S.’s top beauty brand by single-brand revenue. In 2025, global retail sales exceeded $500 million, with the U.S. as the leading market. The brand has sold over 40 million units in 160 countries and is available in more than 20,000 U.S. retail locations. The partnership with Jenner positions Anua to compete with established beauty industry leaders.

The Kendall Jenner campaign launches Monday, 1st of June 2026, on Anua’s digital and social platforms, highlighting an effortless, on-the-go glow with Jenner in natural settings. To celebrate, Anua will host a “Dew on the Go” pop-up at 21 Greene Street in SoHo, New York City, on June 6 and 7.

The event will feature product discovery, a photo booth, and a “Dew Café,” offering attendees a chance to experience the brand firsthand. This experiential marketing approach reflects Anua’s commitment to accessible, convenient, and enjoyable skin care.

Kendall Jenner’s appointment as Anua’s first global ambassador marks a shift in K-beauty marketing strategies in the U.S. While early Korean skin care brands relied on grassroots marketing, mainstream brands now use celebrity endorsements to reach wider audiences. Jenner’s focus on a specific product, the PDRN Collagen Glow Facial Serum Spray, reflects a more targeted approach. The partnership also highlights the growing importance of the U.S. market for K-beauty, positioning Anua to become a household name.

For Jenner, the Anua ambassadorship continues her series of strategic beauty partnerships, including roles with L’Oréal Paris, Emporio Armani, and Therabody. The Anua partnership stands out for its authenticity, as Jenner used the brand’s products before any commercial agreement. In a market where consumers are skeptical of celebrity endorsements, this genuine connection adds significant value.

The multi-year agreement between Anua and Jenner includes future global campaigns and product launches, indicating a long-term, multifaceted partnership. As Anua expands its product range and enters new markets, Kendall Jenner will play a key role in shaping the brand’s identity.

With a proven track record and Kendall Jenner’s influence, Anua is well-positioned to redefine K-beauty’s presence in the American market and beyond.

Photo Courtesy: Anua