Estée Lauder adds Korean singer and actress IU to its Global Brand Ambassador roster

Estée Lauder has signed fan-favourite Korean singer, songwriter and actress, IU, as its newest Global Brand Ambassador. The multi-talented artist will be Estée Lauder’s first Korean Global Brand Ambassador and will be featured in campaigns for the brand’s hero franchises, Advanced Night Repair and Double Wear.

IU boasts an illustrious career that spans over 16 years. She is one of the most beloved artists in Korea and across Asia and is also known worldwide for her acting in TV dramas and movies, including Broker, Hotel del Luna, My Mister and more.

"I am incredibly excited to be joining Estée Lauder... It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world. I am truly honoured to be part of it", said IU.

Her first Estée Lauder campaign will debut in April 2024. IU joins the current roster of Estée Lauder Global Ambassadors, including Ana de Armas, Amanda Gorman, Bianca Brandolini D’Adda, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, Karlie Kloss, Manushi Chhillar and Yang Mi.

Justin Boxford, Global Brand President at Estée Lauder, commented: "IU is one of the most influential artists of her time. She has been able to connect with her fans around the world in such a deep and meaningful way through her music and her extraordinary social media presence.

"We’re excited to collaborate with such a talented and inspiring artist whose relevancy and far-reaching popularity will allow us to connect with a new generation of consumers in Asia and around the world."

Kyumoon Lee, Senior Vice President/General Manager at Estée Lauder Asia Pacific, added: "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. Beyond her star power, it’s her sense of purpose and commitment to giving back to others that deeply connect with our brand’s core values".