#USA #Los Angeles #ANUA #Kendall Jenner #PDRN Serum

Anua Appoints Kendall Jenner as Global Brand Ambassador

Anua, the Korean skincare brand that has rapidly infiltrated the U.S. beauty market, took a significant leap forward by announcing Kendall Jenner as its first-ever global brand ambassador. This landmark decision coincides with the launch of their exciting global campaign centered around the PDRN Collagen Glow Facial Serum Spray, with Jenner as the captivating face of the initiative.

Anua’s Rise in the U.S. Market

Anua has made impressive strides in recent years, highlighting its status as a major player in the American market. In 2024, the brand was celebrated as TikTok Shop's #1 Beauty Brand, achieving record single-brand sales on the platform. Furthermore, Anua was recognized as an Amazon Top Brand for its outstanding sales performance in both 2024 and 2025. During the Amazon Prime Day in July 2024, they topped their category with a staggering 537% increase in revenue compared to the previous year. By 2025, Anua's annual global revenue surpassed $500 million, positioning the U.S. as its largest market, while achieving sales of over 40 million devices across 160 countries. The brand is now available in more than 20,000 retail locations throughout the United States, marking a remarkable transition from digital discovery to a widespread retail presence.

The Philosophy Behind Anua

Kendall Jenner has been open about her straightforward yet effective skincare routine, which aligns well with Anua's philosophy of creating gentle formulas aimed at enhancing skin health and delivering real results. The connection between Jenner and the brand is embodied in the PDRN Spray, which she incorporates into her daily regimen.

“I discovered the double cleanser for the first time, and it transformed my skin. I also love the green azelaic acid serum and the PDRN, which gives me a dewy glow. I'm a huge fan of the products,” remarked Jenner.

The PDRN Collagen Glow Facial Serum Spray is an innovative mist that includes 2,000ppm of PDRN (derived from salmon DNA) and hyaluronic acid. This spritz instantly hydrates and imparts a dewy, glass-like finish to the skin without any residue or heaviness. The ultra-fine oil capsule mist absorbs quickly and can be used on top of or underneath makeup, clinically proven to enhance skin moisture levels by 30.754%. Additionally, it cools the skin's surface temperature temporarily, suitable for all skin types, non-comedogenic, and designed for daily use in any environment.

Launching the Global Campaign

The global campaign kicked off on June 1, 2026, across various digital and social platforms, showcasing how Jenner integrates the spray into her daily routine—from morning prep and travels to quick touch-ups on set. The content will be shared through Anua's channels and Jenner’s platforms, signaling the beginning of a multi-year partnership focused on worldwide campaigns and product launches.

“We are thrilled to collaborate with Kendall Jenner, a true global icon. Her minimalist and intuitive lifestyle seamlessly aligns with Anua’s philosophy of 'trend meets trust,' and we are excited to share this shared vision with an expanded global audience,” said Yi Seonhyeong, CEO of The Founders, Inc.

Celebrating with a Pop-Up Experience

To commemorate the launch, Anua is bringing ‘Dew On The Go’ to life with an impressive pop-up experience located in New York’s Soho district at 21 Greene Street, open to the public from June 6 to June 7. Inspired by the lightness and romance of a European summer, this pop-up invites guests to explore the products and brand that Kendall relies on for her refreshed skin. Visitors will engage with Anua through a variety of sensory, photogenic touchpoints, including a mist reception, product discovery moments, a photo booth, a 'Dew Fountain,' a Dew Café, and a gift shop.

About Anua

Founded in 2019 by Co-CEOs Seonhyeong Lee and Changju Lee, Anua is a Korean skincare brand dedicated to providing targeted solutions for diverse skin concerns. Each product is developed using meticulously chosen natural and dermatological ingredients, aimed at achieving visible results for all skin types. The brand focuses on ingredients such as heartleaf, peach, PDRN, and rice ceramide, prioritizing barrier health, effectiveness, and accessibility.

Since entering the U.S. market in 2022, Anua has grown by over 200% annually, achieving a retail revenue milestone of $500 million by 2025. The brand is currently available at Ulta Beauty, on Amazon, and at anua.com, with plans for expansion into Europe, the Middle East, and Australia.

For more information, follow Anua on Instagram @anua_global, TikTok @anua_global, or visit their website at anua.com.