Kendall Jenner Brings Glass Skin On The Go With Anua

Anua announced Kendall Jenner as its first global brand ambassador, marking a major step in the Korean skincare brand’s international expansion. The debut campaign centers on the PDRN Collagen Glow Facial Serum Spray, a capsule mist designed to deliver hydration, radiance and a dewy finish in the middle of real life: before makeup, during travel, between shoots, or whenever skin needs to look awake again.

For Anua, the appointment makes strategic sense. Kendall Jenner’s beauty image has long leaned toward restraint: clean skin, brushed hair, minimal makeup, a face that appears expensive because it never looks overworked. That language fits Anua’s “trend meets trust” philosophy, which places viral skincare ingredients inside formulas that still feel accessible, simple and routine-friendly.

The campaign follows Kendall Jenner using the spray through different moments of her day, from morning preparation to travel and on-set touch-ups. That structure is important because it positions the product as more than a finishing mist. It becomes a small beauty object for movement, something that belongs in a bag rather than only on a bathroom shelf.

The product itself sits at the center of the story. Anua’s PDRN Collagen Glow Facial Serum Spray is formulated with 2,000 ppm of PDRN, Hyaluronic Acid and collagen in an ultra-fine oil-capsule mist. The formula is designed to absorb quickly, feel lightweight and create a dewy glass-skin finish without heaviness or sticky residue.

PDRN has become one of K-beauty’s most watched ingredients, often discussed for its association with skin repair, glow and resilience. In this spray, Anua translates that ingredient story into a more immediate format. The mist is suitable for all skin types, non-comedogenic, and designed to work under or over makeup, which makes it especially useful in the kind of beauty rhythm Kendall represents: camera-ready, travel-heavy and never too complicated.

To bring the campaign into the real world, Anua is opening Dew On The Go, an immersive pop-up in New York City’s Soho neighborhood from June 6 to 7 at 21 Greene Street. Inspired by the ease and romance of a European summer escape, the pop-up includes a mist reception, product discovery moments, a photo booth, a Dew Fountain, a Dew Café and a gift shop experience.

The pop-up gives the campaign a softer fantasy. It understands that skincare launches now need more than product education. They need atmosphere. They need an image people can step into. With Dew On The Go, Anua turns facial mist into a summer code: cool skin, light texture, portable glow, and the idea that radiance should be available between destinations.

For Beauty On This Day, the significance of this launch sits in how clearly it captures the new ambition of Korean skincare. K-beauty is no longer only exported through multi-step routines or niche ingredient discovery. It is moving through global faces, social platforms, pop-up worlds and products designed for daily visibility. Anua uses Kendall Jenner not simply as a celebrity endorsement, but as a shorthand for a certain kind of beauty discipline: minimal, polished, effortless-looking and always in motion.

The campaign also reframes glass skin for a more mobile era. Instead of treating glow as the result of a private evening routine, Anua makes it something that can be refreshed in public, carried through travel, and restored between moments. The mist becomes a beauty pause small enough to repeat throughout the day. Kendall Jenner’s appointment gave Anua more than a global ambassador. It gave the brand a new image of skincare itself: less like a routine locked behind the mirror, more like a little oval bottle moving through the world, turning hydration into something visible, casual and quietly cinematic.