Kendall Jenner is adding another major beauty partnership to her growing portfolio. The model and entrepreneur has officially been named the first-ever global ambassador for Korean skincare brand Anua, marking a significant milestone for the fast-growing K-beauty company. The collaboration launches with a campaign centered around Anua’s PDRN Collagen Glow Facial Serum Spray, one of the brand’s most popular products. According to the company, Jenner had already been using and sharing Anua products on social media before the partnership became official, making the collaboration feel like a natural fit.
Speaking about the announcement, Jenner shared that Anua has remained a consistent part of her skincare routine ever since she first discovered the brand.
“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,” she said.
Founded in 2019, Anua has become one of the biggest success stories in the global K-beauty market. The company entered the U.S. market in 2022 and has seen explosive growth since then. According to the brand, Anua surpassed $500 million in global retail sales during 2025 and sold more than 40 million products across 160 countries.
The United States has emerged as the brand’s largest market, with Anua becoming one of the most visible skincare names on social media platforms. In 2024, it reportedly ranked as TikTok Shop U.S.’s top beauty brand by single-brand revenue, highlighting the growing influence of viral skincare products among younger consumers.
Anua CEO Seon Hyeong Yi explained that the company wanted its first global ambassador to be someone who genuinely connected with the brand rather than simply lending their celebrity status.
According to Yi, Jenner’s personal skincare journey and preference for a simpler beauty routine aligned perfectly with the brand’s philosophy.
The partnership is part of a multi-year agreement that will see Jenner front future campaigns and product launches for the company. The campaign officially launches across Anua’s digital and social media channels on June 1.
To celebrate the collaboration, Anua will also host a special “Dew on the Go” pop-up experience in New York City’s SoHo neighborhood on June 6 and 7. The event will feature product demonstrations, photo opportunities, interactive experiences, and a themed café for visitors.
The announcement further strengthens Jenner’s position as one of the most sought-after faces in beauty. Alongside running her successful 818 Tequila brand, she currently serves as a global ambassador for L’Oréal Paris, a fragrance ambassador for Emporio Armani, and an ambassador for wellness technology company Therabody.
For Anua, securing one of the world’s most recognizable models signals the brand’s ambitions to move beyond being a social media favorite and establish itself as a major global skincare player. As K-beauty continues to dominate international beauty trends, the partnership could help introduce Anua to an even wider audience around the world.