Estée Lauder today announced that it has signed Korean singer, songwriter and actress, IU, as its newest Global Brand Ambassador. IU 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’s first 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.

We are thrilled to welcome IU as Estée Lauder’s newest Global Brand Ambassador,” said Justin Boxford, Global Brand President, Estée Lauder. “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.

With a career of more than 16 years, IU is one of the most popular and beloved artists in South Korea and across Asia. To date, she has released 6 studio albums, 9 EP’s, and has debuted over 30 singles including drama O.S.Ts. She is also known worldwide for her acting in TV dramas and movies, including Broker, Hotel del Luna, My Mister, and more.