IU has been appointed as Estée Lauder’s inaugural Korean global ambassador, a groundbreaking role that underscores her international stature. She will headline campaigns for Estée Lauder’s iconic products, including Advanced Night Repair and Double Wear, with her debut campaign slated for release in April.

Justin Boxford, Estée Lauder’s Global Brand President, lauded IU’s influence, describing her as one of the most influential artists of her time. He emphasized her unique ability to connect with a global audience through her music and special social media presence.

Estée Lauder Asia Pacific’s Kyumoon Lee commended IU’s trailblazing career spanning 16 years, highlighting her talent, passion, and commitment to philanthropy. Lee noted that IU’s values deeply resonate with Estée Lauder’s core principles.

In response, IU expressed her excitement and honor to represent Estée Lauder, an iconic brand beloved by women worldwide. She emphasized the brand’s legacy of empowerment under its inspirational founder.

This partnership between IU and Estée Lauder is expected to enhance the brand’s engagement with a new generation of consumers, particularly across Asia and beyond