Anua Appoints Kendall Jenner as First Global Brand Ambassador
Los Angeles, (ANTARA/PRNewswire) - Anua, the South Korean skincare brand that has disrupted the US beauty retail market, has announced the appointment of Kendall Jenner as its first global brand ambassador. Alongside this announcement, Anua is launching a global campaign featuring the PDRN Collagen Glow Facial Serum Spray, starring Jenner.
This appointment reflects Anua’s significant expansion within the American market. In 2024, Anua was named the No. 1 Beauty Brand on TikTok Shop, achieving the highest single-brand revenue on TikTok Shop US, and earned the ‘Amazon Top Brand’ distinction for its sales performance across platforms in 2024 and 2025. During the US Amazon Prime Day in July 2024, Anua ranked first in its category with a year-on-year sales increase of 537%. Anua’s global revenue exceeded $500 million in 2025, with the US serving as its largest market, recording sales of over 40 million units across 160 countries. Currently, Anua products are available in over 20,000 retail outlets in the US, underscoring its rapid expansion from an internet-based consumer brand to a national retail presence.
Jenner is known for her simple and consistent skincare routine, an approach that aligns with Anua’s philosophy of using gentle, natural ingredients to deliver tangible results. The campaign highlights this connection through the PDRN Spray, which is a staple in Jenner’s daily routine.
“I became aware of this double cleanser which has transformed my skin. I also love the Azelaic green serum and Anua PDRN, which gives my skin a natural glow. I really love Anua products,” said Kendall Jenner.
The PDRN Collagen Glow Facial Serum Spray is a capsule-shaped mist formulated with 2,000 ppm of PDRN (salmon DNA) and Hyaluronic Acid. The spray provides instant hydration and a moist, glowing finish without leaving a heavy residue. This ultra-fine oil capsule mist is quickly absorbed, can be used before or after makeup, and is clinically proven to increase skin hydration by up to 30.754% while temporarily lowering skin surface temperature.
Launching on 1 June 2026 across global digital and social media platforms, the campaign will showcase how Jenner incorporates the spray into her daily routine, from morning preparation to use while travelling and as a final touch on film sets. Campaign content will be featured on both Anua’s and Jenner’s official channels as part of a long-term partnership involving global campaigns and product launches.
“We are thrilled to partner with Kendall Jenner, a true global icon. Jenner’s minimalist and intuitive lifestyle aligns perfectly with Anua’s ‘trend meets trust’ philosophy. We hope to share this shared vision with a wider global audience,” said Yi Seonhyeong, CEO of The Founders, Inc.
To celebrate the launch, Anua will present ‘Dew On The Go’ through an immersive pop-up experience in Soho, New York City, located at 21 Greene Street, open to the public on 6-7 June. Inspired by the relaxed atmosphere of a European summer holiday, the pop-up will invite visitors to experience the products used by Kendall Jenner for glowing skin through various sensory zones, including a mist welcome area, product introduction zones, photo booths, a ‘Dew Fountain’, a Dew Café, and a souvenir shop.
About Anua:
Founded in 2019 by CEOs Seonhyeong Lee and Changju Lee, Anua is a South Korean skincare brand focused on targeted solutions for various skin concerns. Each product utilises carefully selected natural and dermatological ingredients designed to provide real results for all skin types. Anua’s product formulas centre on ingredients such as heartleaf, peach, PDRN, and rice ceramide, developed with a focus on skin barrier health, efficacy, and consumer accessibility. Since entering the US market in 2022, Anua has grown by more than 200% annually, with global retail sales exceeding $500 million in 2025. Anua is sold at Ulta Beauty across the US, on Amazon, and via anua.com, and continues to expand its presence into Europe, the Middle East, and Australia.