Why Suzy Chose Anua — A New Standard for Hydrating Glow

A new definition of clear skin

On May 11, 2026, the global skincare brand Anua named actress Suzy as its new brand ambassador. Long associated with the image of "well-hydrated skin" since her debut, Suzy now becomes the face of Anua, a brand that has built its global presence around slow-aging and glow care. The pairing reads as a natural alignment between the brand's direction and the figure's image.

The campaign slogan is "A new genre of hydrating glow." Beyond a simple sense of moisture, the brief signals an intent to redefine glow as something that surfaces from within. The teaser released on May 4 cross-cuts between "Noir Suzy" and "No-Makeup Suzy," presenting two sides of one figure as if light were passing through.

Why Suzy

The casting reads less as a celebrity contract and more as a visualization of brand heritage. Anua has consistently maintained a derma-natural line built around houttuynia cordata and PDRN. The brand holds 60 wins at the Japan Best Cosmetics Awards, two at the UK Beauty Awards, and a place in the U.S. NewBeauty "NB100" — credentials that position it as a standard reference for clear, healthy skin.

Suzy's image assets sit on the same ground: a translucent complexion that comes from disciplined self-care, and a base that holds the screen without elaborate makeup. Anua described the appointment as "the partner who most intuitively expresses the brand's values."

At the center of the campaign sits the PDRN Serum, the line that gained global momentum after being chosen as a backstage product at London Fashion Week. The keywords of glow, elasticity, and slow-aging map closely onto Suzy's current persona in her thirties.

Four Anua signatures to know

For those approaching Anua for the first time, the following four products are a good place to start.

1. Heartleaf 77% Soothing Toner — the soothing-toner standard

Ranked No. 1 in the LOFT toner category in Japan and No. 2 on Olive Young's skin/toner shelf. The soothing toner contains 77% houttuynia cordata extract, with panthenol, allantoin, and betaine handling both irritation relief and hydration. A pH 5.5 finish makes it suitable for sensitive and oily skin prone to recurring breakouts.

• 250 ml KRW 25,000 / 500 ml KRW 38,000

2. PDRN Hyaluron Capsule 100 Serum — the campaign's central product

The hero line of the Suzy campaign. It combines 2% PDRN (salmon-DNA-derived regenerative factor) with ten hyaluronic acids of varying molecular weights, encapsulated so they burst on skin for immediate absorption. The 14 Japanese award wins and a UK "Skin Hydration Hero" title support the claim. Works well for those who notice dryness, early fine lines, or loss of elasticity.

• 30 ml KRW 35,000

3. Heartleaf Pore Control Cleansing Oil — the pore care line

Named "Cleansing Champion" at the UK Beauty Awards. 10,000 ppm of houttuynia cordata extract is blended with eight plant oils including jojoba and sunflower, finished with theanine for a gentle oil-to-milk texture. A good fit for those concerned with blackheads or pore congestion.

• 200 ml KRW 28,000

4. Heartleaf 77 Clear Pad — daily exfoliation

A pad pairing 77% houttuynia cordata with AHA and BHA, the product that built Anua's reputation in the wipe-off toner category. Suitable as a daily solution for oily and combination skin with frequently clogged pores.

• 160 sheets KRW 28,000

Who it's for

• Sensitive or oily skin looking for soothing and hydration without irritation
• Those in their thirties beginning to notice early fine lines or loss of elasticity
• Readers who prioritize the glow of the base itself over heavier makeup
• Those who want to survey K-beauty's global bestsellers in a single brand

Practical tips

1. Apply the toner with a well-soaked cotton pad, sweeping along the skin's grain.
2. Apply one pump of the PDRN serum right after the toner, while the skin is still damp.
3. Massage the cleansing oil on dry hands and dry skin for one minute, then emulsify with lukewarm water.
4. Use the clear pad two to three times a week, focusing on areas where texture builds up.

Editor's note

The meeting of Suzy and Anua reads less as a model contract and more as a redefinition of clear, healthy K-beauty on a global stage. For those looking to reset a "dewy base" through a minimal skincare routine, Anua's signature line is worth a closer look this season. The campaign film stands on its own as a piece of mood filmmaking, beyond a conventional advertisement.