Kendall Jenner surprises with her new skincare campaign: why did she choose this look?

K endall Jenner surprised everyone by becoming the first global ambassador for the Korean cosmetics brand Anua, posing with a minimalist and sporty look. The choice responds to a strategy to redefine skincare toward simplicity, embracing a natural aesthetic that reflects "glass skin" and the health of the skin barrier

The model was chosen as ANUA's first global ambassador and will lead a multi-year collaboration with the company.

Kendall Jenner and a very different campaign

The collaboration between the megastar and the skincare brand focuses on the era of minimalist skincare, betting on naturalness by doing away with heavy products to center on an athletic, fresh style that highlights the skin’s natural glow.

The photographs show Jenner in a sports context while promoting products intended for facial care. The contrast between the clothing and the type of product is precisely one of the aspects that most quickly captures attention.

The campaign is based on promoting a mist that combines different ideal elements for use during the day, with this product being one of the central pieces of the international strategy carried out by ANUA .

The look chosen by the model for the campaign

Jenner chose a white outfit that reveals a good part of her figure. The truth is that it seems more like a fashion campaign than a traditional ad for facial products.

Although the aesthetic moves away from the reality of advertising in that style, the choice gives the campaign a strong visual component that is both appealing and eye-catching.

The product Kendall was already using

According to Jenner herself, she had already tried ANUA products before becoming the international face of the brand.

Among the star's favorites are the green serum and a product with PDRN , an ingredient used in cosmetics and dermatology that is made up of fragments of purified DNA .

The partnership comes at a time of expansion for the Korean firm. ANUA entered the U.S. market in 2022 and, according to figures released by the company itself, the United States became its main market.

The model has built, over the last few years, an image linked to simple beauty routines and skincare. For ANUA, that connection was one of the reasons to choose her as its global face.