South Korean cosmetic brand Laneige has named two-time Emmy Award nominee Sydney Sweeney as its first global brand ambassador. 

The American actress, featured in projects including Euphoria, White Lotus, and most recently Anyone But You, will star in Laneige’s upcoming series of new skincare campaigns. Prior to the appointment, Sweeney was the brand’s US brand ambassador for the past 18 months.

“Since the first announcement of Sweeney as our US ambassador last year, we experienced an immediate 227 per cent surge in TikTok followers and 53 per cent growth in Instagram followers,” said Julien Bouzitat, brand general manager at Laneige US.

“One behind-the-scenes video of Sweeney 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 Sweeney has.”

The Hollywood actress will first appear this month for a campaign supporting the renovation of the Water Bank Blue Hyaluronic Moisturiser product.

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