Laneige, the beauty brand, has appointed Sydney Sweeney as its new global ambassador, expanding her role from the brand’s U.S. ambassador to a broader global partnership. Sweeney, renowned for her roles in popular shows like Euphoria and White Lotus, will now feature in upcoming skincare campaigns for Laneige across approximately 40 countries.
The actress initially partnered with Laneige in the U.S. 18 months ago, leading to significant growth in the brand’s social media following. According to Julien Bouzitat, Laneige’s U.S. brand general manager, Sweeney’s collaboration contributed to a surge in TikTok and Instagram followers, along with viral content generating millions of views.
The expanded collaboration aims to leverage Sweeney’s global influence, presenting Laneige’s skincare line, including the best-selling Water Bank Blue Hyaluronic Moisturizer, to a wider audience. Sweeney expressed excitement about the extended partnership, highlighting her positive experience with Laneige products and the forthcoming innovative skincare launches.
The actress’s involvement with Laneige aligns with her enthusiasm for the brand’s sleep care expertise, teasing upcoming overnight mask innovations set to be unveiled in the spring.
