Thai singer and guitarist Nene Royal has attracted partnerships with at least 10 brands in Thailand within 10 days of winning America’s Got Talent (AGT) Season 21 on September 24, 2026. The 16-year-old, whose real name is Rattikarn Amloy, has appeared in announcements covering skincare, cosmetics, haircare, snacks, bread and drinking yoghurt. The collaborations extend Nene’s AGT breakthrough into Thailand’s advertising market, expanding her work beyond singing and playing guitar to representing consumer brands.
Beauty and haircare brands enlist Nene Royal
Beauty and personal care account for six of the 10 announced collaborations, with campaigns drawing on Nene’s confidence, individuality and success on the international stage.
1. Smooth E: Skincare brand Smooth E has welcomed Nene as a representative of its BABYFACE concept, encompassing appearance, confidence, individuality and readiness to face the world. The campaign carries the message “BABYFACE. READY TO FACE THE WORLD.”
2. BSC: Cosmetics brand BSC has introduced Nene as the face of BSC Shiny Soft Powder under the concept “THE 1st LAYER TO SHINE”. The campaign links a good make-up base with the confidence to shine in one’s own way, while connecting Nene’s success with efforts to promote Thai beauty products, or T-Beauty, internationally.
3. MizuMi: Skincare and sunscreen brand MizuMi has named Nene its first “MizuMi Muse”. The campaign, “Nene, You Rock the World. We Rock the Sun.”, draws on her identity as a young performer and the ambition to take Thai beauty brands to an international audience.
