Suzy Named New Ambassador for Korean Skincare Brand ANUA
South Korean actress and singer Bae Suzy has officially been named the new exclusive ambassador for Korean skincare brand ANUA, marking one of the brand’s biggest celebrity partnerships to date.
The announcement was made on May 11, 2026, as ANUA launched a new large-scale brand campaign centered around Suzy’s signature “clear and healthy” image — a quality the company says closely aligns with the brand’s skincare philosophy.
Why ANUA Chose Suzy
According to ANUA’s parent company, The Founders, Suzy was selected because of her natural beauty image and strong public recognition across both Korea and international markets.
The brand explained that Suzy represents the “transparent and healthy skin” aesthetic that ANUA aims to promote through its skincare products.
Suzy is already known as one of Korea’s most influential beauty endorsement figures, often referred to in Korean media as a “CF Queen” due to her long history of successful luxury, skincare, and cosmetics campaigns.
The New Campaign Concept
ANUA’s new campaign featuring Suzy introduces the concept of a “new genre of moisture glow” (수분광채).
The campaign film moves away from traditional soft beauty advertising and instead contrasts two different sides of Suzy:
- “Noir Suzy” — featuring a darker, mysterious visual style
- “No-Makeup Suzy” — highlighting a minimal and natural look
According to the brand, the dual concept was designed to emphasize skin radiance and hydration in different moods and environments.
Early campaign visuals quickly gained attention online for their cinematic production style and Suzy’s dramatic transformation between concepts.
Focus on ANUA’s PDRN Serum
The main product highlighted throughout the campaign is ANUA’s PDRN Serum, one of the brand’s growing skincare lines focused on hydration and skin glow.
The advertisements emphasize “deep moisture radiance” and showcase Suzy in water-inspired visuals designed to enhance the glowing skin effect.
Following the campaign launch, Korean online communities and social media users widely praised Suzy’s visuals, with many commenting that the campaign matched her image particularly well.
ANUA’s Growing Global Expansion
Founded in 2019, ANUA has become one of the fastest-growing Korean skincare brands internationally, especially through products featuring naturally derived ingredients and derma-focused formulations.
Some of the brand’s best-known products include:
- Heartleaf 77% Soothing Toner
- Heartleaf Pore Control Cleansing Oil
- Heartleaf 77 Clear Pad
The company has recently expanded aggressively through global e-commerce platforms and offline retail partnerships.
Alongside Suzy’s appointment, ANUA also announced large-scale outdoor advertising campaigns across major Seoul areas including Gangnam, Seongsu, and subway stations, as well as promotional events through Olive Young and its official online store.
Final Thoughts
Suzy becoming ANUA’s new ambassador represents a major branding move for the rapidly growing K-beauty company.
By combining Suzy’s influential beauty image with ANUA’s skincare-focused identity, the brand appears to be positioning itself more aggressively within the premium global skincare market — especially as Korean beauty brands continue expanding worldwide.