Laneige recruits Sydney Sweeney as first-ever global ambassador

Beauty brand Laneige announced on Friday the appointment of Sydney Sweeney as its new global ambassador, extending the actress’s current partnership with the South Korean brand as U.S. ambassador.

Under the new deal, Sweeney, who has been signed to Laneige U.S. as its brand ambassador for the past 18 months  will star in a series of new skincare campaigns for the K-beauty brand. The global partnership is now extended to cover around 40 countries all over the world, according to a press release.

In recent years, Sweeney has risen to super-stardom as a lead actress in several projects including Euphoria, White Lotus, and more recently, Anyone But You.

Her signing with Laneige U.S. in spring 2022 has results in social media growth for the brand, according to Laneige.

“Since the first announcement of Sydney as our U.S. ambassador in spring 2022, we experienced an immediate 227% surge in Tiktok followers and 53% growth in Instagram followers. One behind the scenes video of Sydney on a Laneige production set went viral three times over, accumulating 72 million views across TikTok, Instagram and Youtube. That’s the type of influence and reach Sydney has,” said Julien Bouzitat, brand general manager for Laneige U.S.

​”Over the past few years, we have seen Sydney transform into a global superstar at the forefront of the cultural zeitgeist. Since the beginning of our partnership, Sydney and Laneige experienced a similar global acceleration as she cemented her status as one of the most promising actresses in Hollywood, while Laneige continued to break records for its viral Lip Sleeping Mask and barrier-boosting skincare, sweeping every award imaginable from Allure’s Best of Beauty to Amazon’s Customer Obsession Award. We were also crowned the #1 Lip Treatment Brand In The U.S. which is an astounding achievement for the brand. It’s been an incredibly rewarding trajectory for both parties and we are looking forward to reaching an even broader audience worldwide with Sydney as our new global brand ambassador.”

Through the expanded partnership to all major markets, Laneige is looking to gain more global mass awareness on its barrier-boosting skincare portfolio including Lip Sleeping Mask, Lip Glowy Balm, Water Bank Cream Moisturizer, Cream Skin Toner & Moisturizer, Water Sleeping Mask, as well as the brand’s new innovations in 2024.

Sweeney will first appear in January for a campaign supporting the renovation of the best–selling Water Bank Blue Hyaluronic Moisturizer.

“I couldn’t be more excited to announce my extended partnership with Laneige as their first-ever global ambassador,” said Sweeney.

“It all started very organically after finding the absolute best skincare routine with Laneige products after years of trial and error.  After creating so many fun memories on multiple campaigns together, I’m looking forward to our continued collaboration. There are some phenomenal innovations on the way for this spring that will make Laneige’s expertise in sleep care shine through, and I’m thrilled to share this next generation of overnight masks with the rest of the world.”