The Founders, the South Korean beauty company behind the skincare brand Anua, has appointed global supermodel and influencer Kendall Jenner as its first global ambassador, following the earlier selection of singer Suzy in May 2026. While the move aims to boost international brand recognition, the company faces challenges including heavy reliance on a single brand and a sharp decline in operating profit margin, signaling key considerations for overseas buyers and distributors monitoring the K-beauty supply chain.
Ambassador strategy and global push
The Founders has appointed Kendall Jenner as Anua's first global ambassador, launching a campaign for the 'PDRN Capsule Mist' product containing PDRN from salmon DNA, collagen, and hyaluronic acid. The company noted that Jenner was already a genuine fan, having recommended Anua's 'Double Cleansing Duo' on her social media in December 2025. This follows the appointment of singer Suzy as an exclusive model in May 2026, reflecting an aggressive marketing push to elevate the brand's global profile.
Brand background and market performance
Founded in 2017 by co-CEOs Lee Seon-hyung and Lee Chang-ju, both 1988-born friends from Seoul National University, The Founders launched Anua in 2019 with a focus on gentle, ingredient-driven skincare. The brand gained traction with products like 'Houttuynia Cordata Toner' and 'Houttuynia Cordata Pad', winning the 'Olive Young Awards' in 2022. Instead of focusing on the domestic market, the founders targeted overseas online channels, achieving explosive growth on Amazon, TikTok Shop, and Ulta Beauty in the U.S., and Qoo10 in Japan. Anua became the No.1 beauty brand on TikTok Shop in the U.S. in 2024 and was named an 'Amazon Top Brand' for two consecutive years. Revenue surged to KRW 400 billion in 2024 and KRW 700 billion in 2025, and the company entered WWD's 'Top 100 Beauty Companies' list at No.71 in 2025.
Profitability concerns and single-brand dependency
Despite rapid revenue growth, The Founders' operating profit fell 11.12% year-on-year to KRW 129.5 billion in 2025, while operating profit margin dropped sharply from 34.06% in 2024 to 18.04% in 2025. The decline is attributed to rising marketing expenses, including ambassador fees. Additionally, the company is heavily dependent on the Anua brand, with other brands like hair care brand 'From Labs' and pet lifestyle brand 'Project21' having lower recognition. To diversify, The Founders formed a joint venture with filler manufacturer Cellac Bio in April 2026 to enter the medical aesthetics sector.
What buyers should watch
For overseas importers and distributors, The Founders' aggressive global expansion presents both opportunities and risks. The company is expanding its overseas footprint, having invested in Hong Kong-based beauty distributor YesAsia Holdings and established entities in Russia and Hong Kong. It is also seeking M&A targets. However, buyers should monitor the company's ability to manage rising marketing costs, stabilize supply chains, and comply with local regulations as it scales. The high single-brand dependency may also affect long-term product diversification and pricing stability.
Regulatory and channel signals
The Founders is preparing for a potential IPO, having switched to a major accounting firm (Samjong KPMG) in 2024 and started preparing consolidated financial statements for its U.S. subsidiary in 2025. These steps toward internal control and accounting transparency are typical pre-IPO moves. The company has grown without external investment, with the two co-CEOs holding 100% equity. An IPO could provide capital for further expansion and brand portfolio diversification, which may impact channel partnerships and product availability for overseas buyers.
Source: Read the original report | Published: June 05, 2026