Estee Lauder has appointed South Korean singer, songwriter and actor IU as its newest global brand ambassador. 

IU will be Estee Lauder’s first South Korean global ambassador and will appear in advertisements for the company’s flagship franchises Advanced Night Repair and Double Wear. The singer’s first campaign will launch this month. 

“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,” said Justin Boxford, global brand president of Estee 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.”

IU joins the current list of Estee Lauder global ambassadors, which includes Ana de Armas, Amanda Gorman, Bianca Brandolini D’Adda, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, Karlie Kloss, Manushi Chhillar and Yang Mi.