Laneige Announce Sydney Sweeney as Global Brand Ambassador

Laneige, the K-beauty brand famous for its bestselling Lip Sleeping Mask, has named Sydney Sweeney as their first-ever global brand ambassador.

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

The Euphoria actress first partnered with Laneige in spring 2022 when she was appointed the brand’s US ambassador, a move that went viral. “We experienced an immediate 227% surge in Tiktok followers and 53% growth in Instagram followers,” explains Julien Bouzitat, Brand General Manager for Laneige US. “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.”

In her new role as Laneige’s global ambassador, Sweeney will appear in a series of skincare campaigns that will include out-of-home advertisements, paid and organic social media content, and personal appearances. Campaigns will cover 41 countries all over the world including the US, Canada, France, Mexico, UK, Korea, China, Australia, and New Zealand.

This announcement marks the start of an exciting year for Laneige, with the brand set to launch new innovations in the sleep care and lip treatment categories through spring and summer.