Anua signs Kendall Jenner as Global Ambassador to build on rapid US expansion

By Amanda May | Published: 2-Jun-2026
Skin Care Marketing

The model will front a campaign for the K-beauty brand’s new PDRN Collagen Glow Facial Serum Spray as it continues to make its mark in the US, having grown more than 200% annually since entering the market

Anua has named Kendall Jenner its first Global Ambassador to mark it becoming one of the “fastest-growing” Korean skin care brands in the US.

The model will front a campaign for the K-beauty brand’s new PDRN Collagen Glow Facial Serum Spray, a capsule mist formulated with 2,000ppm of PDRN (salmon DNA) and hyaluronic acid.

The appointment builds on Anua’s rapid expansion, having surpassed US$500m in global revenue in 2025, with the US its largest market – now stocked in more than 20,000 retail doors across the country. 

Since entering the US in 2022, Anua has grown more than 200% annually.

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It has also earned Amazon’s ‘Top Brand’ recognition for its sales performance across the platform in both 2024 and 2025. 

Jenner’s multi-year partnership with Anua includes global campaigns and product launches.

"We are thrilled to partner with Kendall Jenner, a true global icon,” said Yi Seonhyeong, Co-CEO of Anua.

“Her minimalist and intuitive lifestyle seamlessly aligns with Anua’s ‘trend meets trust’ philosophy, and we look forward to sharing this shared vision with a wider global audience.”

Anua's PDRN Collagen Glow Facial Serum Spray

Anua's PDRN Collagen Glow Facial Serum Spray

Jenner‘s campaign with Anua will run across digital and social media platforms, giving audiences a look at how she uses the spray in her daily routine.

She was chosen as the brand’s face because she backs “straightforward, consistent” skin care routines, read an Anua company statement. 

“I first discovered [Anua’s] double cleanser, and it has changed my skin,” said Jenner.

“I also love their azelaic green serum and PDRN which gives me a dewy glow. 

“I am a big fan of the products.”

Anua will also host a pop-up experience in New York, US, on 6 to 7 June to celebrate the launch of PDRN Collagen Glow Facial Serum Spray.   

The ‘Dew On The Go’ activation will invite guests to discover the products Jenner uses to achieve her dewy skin, with several “photo-worthy touchpoints”.

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