The viral Korean skin care brand just made its biggest move yet. Anua has named Kendall Jenner its first global brand ambassador, launching a partnership that spotlights the PDRN Collagen Glow Facial Serum Spray, a product Jenner has already been using and sharing on her social media.
Launched in 2019 by The Founders, a brand incubator led by Lee Sunhyung and Lee Changjoo, Anua spent its early years building a cult following in Asia. The brand entered the U.S. market in 2022. What happened next surprised even the founders. Sales exploded. TikTok reviews piled into the millions. Products sold out within hours of restocking.
Last year, the Korean skincare brand surpassed $500 million in global retail sales. That number places Anua in rare company. Few indie beauty brands scale that quickly without a major acquisition or celebrity backing. Now, they have both.
Jenner has never been random with her beauty partnerships. She tested the PDRN Collagen Glow Facial Serum Spray privately before any deal existed. The serum spray appeared in her getting-ready videos. Followers asked what she was using. She answered honestly. That organic moment became the foundation of a multi-year agreement.
The campaign leans into Jenner’s natural, unfiltered aesthetic. No heavy retouching. No impossible lighting. Just dewy skin and a spray bottle that delivers visible results. Anua’s leadership described Jenner as someone who “genuinely loves the product first.” The contract came second.
PDRN stands for polydeoxyribonucleotide, a compound derived from salmon DNA that helps repair damaged skin and boost collagen production. The serum spray delivers it in a fine mist. Users report reduced redness, plumper skin, and a glow that lasts through humid summer days.
At roughly $30 per bottle, the spray sits firmly in the affordable luxury category. Jenner’s involvement will likely drive demand even higher. Anua says production has already ramped up to avoid the inventory crashes that plagued previous launches.
Anua went from a 2019 startup to a half-billion-dollar phenomenon in five years. Now Kendall Jenner is spraying their serum on camera for the world to see. The Korean skin care brand has officially entered the mainstream. Expect more celebrities to follow. Expect more sellouts. And expect that little blue bottle to keep glowing.
