K-beauty brand ANUA, operated by global brand builder The Founders, has named supermodel and influencer Kendall Jenner as its first global ambassador, signaling an intensified push into the North American market. The partnership underscores ANUA's rapid growth in the U.S., where it has become a top K-beauty player, and offers overseas buyers a clear signal of the brand's expanding retail footprint and consumer appeal.
Market signal
ANUA's selection of Kendall Jenner as ambassador comes amid strong U.S. performance. The brand ranked No. 1 in TikTok Shop's beauty category last year and was named Amazon's 'Top Brand' for two consecutive years in 2024 and 2025. It is now stocked in over 20,000 offline stores across the U.S. and has sold more than 120 million units across 160 countries. The Founders, ANUA's parent company, surpassed 700 billion won in annual revenue last year, reinforcing its position as a global brand builder.
Product spotlight: PDRN Capsule Mist
The campaign's hero product is the PDRN Capsule Mist, formulated with PDRN derived from salmon DNA, collagen, and hyaluronic acid. Designed to deliver hydration and glow for a 'glass skin' effect, the mist can be used before or after makeup and is non-comedogenic, making it suitable for various skin types. This product aligns with the growing demand for multifunctional, glow-boosting skincare among global consumers.
Ambassador authenticity
Kendall Jenner's involvement goes beyond a typical endorsement. She had previously featured ANUA's Heartleaf Double Cleansing Duo on her social media and has been a regular user of the brand. Jenner stated, "ANUA has been a consistent part of my daily routine since I first tried it. I love that a simple skincare routine can still give you a healthy glow." This genuine usage history adds credibility to the partnership, which is a key factor for buyers evaluating brand authenticity.
What buyers should watch
ANUA plans to operate a pop-up experience called 'Dew On The Go' in New York's SoHo district from June 6-7, inspired by European summer resorts. The event will feature mist receptions, dew fountains, and a dew café, offering immersive brand experiences. For distributors and retailers, this signals ANUA's commitment to building direct consumer engagement in key markets, potentially driving demand for its product lines.
Sourcing context
The Founders' track record of scaling ANUA to over 20,000 U.S. retail doors and achieving Amazon Top Brand status indicates strong operational capability. Buyers seeking to add a proven K-beauty brand with high consumer traction should monitor ANUA's distribution expansion, particularly in North America and Europe, as the Jenner partnership is likely to boost brand awareness and sales velocity.
Source: Read the original report | Published: June 01, 2026