Estée Lauder has announced the signing of its first Korean Global Brand Ambassador: singer-songwriter, actress, and philanthropist Lee Ji-eun, known by her stage name IU.
The K-pop sensation will star in campaigns for the brand’s Advanced Night Repair skin-care collection and Double Wear Foundation makeup starting in April 2024.
“I am incredibly excited to be joining Estée Lauder,” IU said. “It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world. I am truly honored to be part of it.”
IU, 30, has been a beloved K-pop celebrity since age 15, when she released her debut album Lost Child. She is currently on a world tour to promote her new album, The Winning.
She joins Estée Lauder’s current roster of 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.
“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,” said Justin Boxford, Global Brand President for Estée Lauder.
“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.”