Estée Lauder announced on Thursday it has signed South 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 products, Advanced Night Repair and Double Wear. The star’s first campaign will debut in April 2024.

“I am incredibly excited to be joining Estée Lauder,” said IU. “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.”

With a career of more than 16 years, IU is one of the most popular artists in Korea and across Asia. To date, she has released six studio albums, nine EP’s, and has debuted over 30 singles.

The K-pop star is also known for her acting in TV dramas and movies, including ‘Broker’, ‘Hotel del Luna’, ‘My Mister’, and more, and has made commitments to charity, dedicating herself to various philanthropic causes. 

In February, she released her new album, ‘The Winning’, and has embarked on her first world tour across Asia, Europe and North America.

“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.”

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.