Following her work with Emporio Armani, Kendall Jenner has become the face of Anua, a Korean beauty brand, and its PDRN Collagen Glow spray.
The Korean beauty brand Anua, which has gone viral on social media, has enlisted Kendall Jenner to star in its new advertising campaign. The model has thus become the face of the PDRN Collagen Glow spray, a lightweight mist designed to hydrate the skin.
This is the first time that the brand has appointed an international ambassador to represent it. Kendall Jenner had already promoted this same product on her social media last April. “Anua is one of those brands that has been an integral part of my routine since the first time I tried it. It gives me that natural glow while simplifying my routine,” Kendall Jenner said in a statement shared by WWD.
“As Anua continues to grow, we wanted our first partnership with an international ambassador to be based on a genuine love for our products,” said Seon Hyeong Yi, CEO of The Founders, the incubator behind the brand.
“Kendall’s skincare journey reflects an experience many people can relate to. (…) Her connection with Anua dates back to well before this partnership, making her a natural choice to represent the brand,” she continued.
Widespread Online Popularity
Before Kendall Jenner, Anua had already secured a collaboration with Netflix earlier this year, just a few months after the release of its Oscar-winning global phenomenon, the animated film “KPop Demon Hunters.”
Founded in 2019 by the incubator The Founders, Anua first entered the U.S. market, which is its largest source of revenue internationally since it is distributed there in over 20,000 retail locations. By 2025, its global retail sales had reached $500 million.
Highly popular online, Anua caught the attention of internet users last May thanks to its Heartleaf facial cleanser. At the time, the trend-tracking firm Spate published figures showing an increase of over 350% in online searches on Google and over 360% on TikTok compared to the previous year. The brand was even named the No. 1 beauty brand on TikTok Shop in 2024, generating the highest revenue of any single brand on TikTok Shop US.It appears that Anua is catching up to Korean giants such as CosrX, Skin1004, and Beauty of Joseon.
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