Estée Lauder has named South Korean celebrity IU as their first Korean global brand ambassador. Starting this month, IU will feature prominently in campaigns for Estée Lauder’s hero franchises. These include Advanced Night Repair and Double Wear.

IU joins the brand’s current roster of global ambassadors. This roster includes big names like Ana de Armas, Amanda Gorman, Bianca Brandolini D’Adda, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, Karlie Kloss, Manushi Chhillar, and Yang Mi. The addition of IU to this list indicates Estée Lauder’s desire to strategically expand the brand’s reach into the Asian market and beyond.

Justin Boxford, Global Brand President of Estée Lauder, expressed his enthusiasm in a statement. He praised the “Love Wins All” hitmaker as one of the most influential artists of her era. “We’re excited to collaborate with such a talented and inspiring artist. Her popularity will allow us to connect with a new generation of consumers in Asia and around the world.”


Estee Lauder X IU | 밤은 끝이 아닌, 또 다른 시작

IU is the perfect brand ambassador

Kyumoon Lee, Senior Vice President and General Manager for Estée Lauder Asia Pacific, noted that IU is the perfect brand ambassador. “Over the past 16 years, IU has been a pioneer in every aspect of her career, inspiring fans around the world with her talent, passion, and dedication,” he said. He added that beyond her entertainment career, she’s a philanthropist who has a deep connection with her fans. These qualities resonate with what Estée Lauder is all about.

With a career spanning over 16 years, is one of the most popular and beloved artists in South Korea and across Asia. She has released six studio albums, nine EPs, and over 30 singles. Her influence extends far beyond her music career. The multi-hyphenate is also known for her roles in various movies and TV shows, such as Broker, Hotel del Luna, and My Mister. – K-Pop News Writer

Featured Image: Doesn’t she look stunning in the brand’s new campaign? Source: X/@IUteamstarcandy.