THE WHAT?  Sydney Sweeney has been appointed as the global brand ambassador for Laneige, expanding her role from being the brand ambassador for Laneige US. This expansion includes around 40 countries.

THE DETAILS  During her ambassadorship for Laneige US, the brand experienced significant growth in social media following, particularly on TikTok and Instagram. Laneige has been recognized as the #1 Lip Treatment Brand in the US.

THE WHY? The appointment of Sweeney as the global ambassador is aimed at utilizing her increasing fame to enhance Laneige’s global market presence, especially in the skincare segment. This partnership is part of Laneige’s strategy to increase its visibility and appeal in the global beauty market.