‘Mismatch’? IU Garners Mixed Reactions for Being the New Estee Lauder Global Ambassador

IU has been hailed as Estée Lauder’s new global brand ambassador. Unfortunately, not everyone is pleased.

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Here’s what they’re saying.

IU Replaces YoonA as Estée Lauder’s New Global Brand Ambassador

On the brand’s official social media platforms, the luxury skin care and makeup brand released a teaser, hinting at their new model. Netizens quickly got the hint that it was the Korean singer and actress.

Soon enough, through a press release, Estée Lauder revealed that their new global brand ambassador is IU.



With her new role, the “Hotel Del Luna” star will represent the brand’s upcoming campaign, featuring Advanced Night Repair and Double Wear.

Through L’Officiel Malaysia, IU expressed how “honored” she is to be part of such an iconic brand.

“It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world.”

With the new achievement of the idol-actress, fans are celebrating another milestone for IU. On X and Instagram, fans expressed how thrilled they are to see more of the “My Mister” star.

A post shared by instagram

While the majority of the fans are excited for IU’s new project, others were unimpressed with the brand’s decision to get the celebrity as their global ambassador.

Through the comments section on an online community forum, netizens stated that they believe the “Dream” star is a mismatch to the brand.

Meanwhile, others speculated that Estee Lauder might be tapping the younger consumer; hence, getting IU to represent them.

IU for Estée Lauder
(Photo : Pannchoa)

Other than the luxury skin care and makeup brand, the South Korean star also represents various brands.

In 2020, IU was named as Gucci’s brand ambassador in Korea after launching the Fall/Winter 2020 Collection.

She was also named the “CF Queen” for scoring several advertisement deals for alcoholic beverages, like the soju brand Chamisul and banana-flavored milk Binggrae.

In addition to this, she was also tapped to endorse sunglasses by VEDI VERO.

IU Drama Comeback: Actress To Headline Romance Series With Park Bo Gum

Apart from her busy schedule, with her “H.E.R. World Tour,” IU will be returning to the small screen with a highly-anticipated K-drama.

After six years since her hit series “Hotel Del Luna,” she will headline the star-studded romance series “When Life Gives You Tangerines.”

IU, Park Bo Gum
(Photo : Netflix Korea Instagram)

Viewers will get to see IU’s on-screen chemistry with Park Bo Gum as they play the roles of childhood sweethearts Ae Soon and Gwan Shik.

Joining the duo as their older version are award-winning actress Moon So Ri and “The World of Married” star Park Hae Joon.

IU’s new drama will be released in 2025 exclusively on Netflix.