Stranger Things star Natalia Dyer named global face of K-beauty brand Purito Seoul

By Lynsey Barber | Published: 19-May-2026
Skin Care Retail

The appointment of the 31-year-old American actress, who plays Nancy Wheeler in Stranger Things, comes as Purito Seoul ramps up its global presence, which includes launching into US retailer Target

Stranger Things actress Natalia Dyer has been named the first global face of K-beauty brand Purito Seoul.

Purito Seoul said the appointment of the American actress, who plays Nancy Wheeler in the hit Netflix sci-fi television show, marks a “strategic step” toward more clearly defining its global identity.

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“Amid rapid growth in key overseas markets, we selected our global ambassador to further strengthen the brand's global presence and identity,” a representative of Purito Seoul said in a company statement.

“This appointment marks a significant turning point in our journey toward becoming a global brand.

“We will continue to drive sustainable growth based on our product competitiveness and brand philosophy.”

The tie-up leans into Dyer's “natural beauty and understated elegance”, which aligns with Purito Seoul’s focus on gentle formulas for sensitive skin. 

Dyer will feature in a campaign for Purito Seoul, which will include interview content and visual editorials.

The appointment comes as the nine-year-old brand targets South Korean Wong (KRW) of 130bn (US$86m) revenue by 2026 and enters US retailer Target.

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