Nene Royal lands 10 brand partnerships after AGT 2026 win

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.

4. Pantene: Haircare brand Pantene has appointed Nene as its new presenter, building its campaign around her confidence and determination to pursue her dreams. “HAIR SO STRONG, YOU CAN ROCK THE WORLD” connects the brand’s strong-hair message with the confidence to work towards personal goals.

5. Baby Bright: Beauty and skincare brand Baby Bright has welcomed Nene as a representative of a younger generation willing to express themselves. Its “LET YOUR INNER SHINE BRIGHT” concept centres on her youthful energy, confidence and ability to inspire others.

6. Mistine: Cosmetics brand Mistine has introduced Nene as its new presenter through “My Eyes, My Stage”. The campaign applies her rock-star image to make-up, particularly eye make-up intended to convey confidence and a distinctive stage presence.

Food and drink brands announce four more collaborations

Nene’s partnerships also cover seaweed snacks, wafers, bakery products and drinking yoghurt, broadening her commercial presence beyond beauty and personal care.

7. Tao Kae Noi: Thai seaweed snack brand Tao Kae Noi has brought Nene into its “CRISP IT. ROCK IT.” campaign. The concept combines her playful rock energy with the product’s crispness and flavour, encouraging consumers to make the most of everyday experiences.

8. Voiz: Wafer and snack brand Voiz has named Nene as its new presenter under the message “SMALL GIRL. BIG DREAMS. SHE NEVER GIVES UP”. The campaign follows the story of a girl who refuses to abandon her ambitions as she pursues a career in rock music.

9. Farmhouse Royal: Bakery and bread brand Farmhouse Royal has announced a collaboration using the message “Nene Royal meets Farmhouse Royal. Twice the Royal. All the fun.” Further details of the partnership are due to be revealed.

10. Dutch Mill: Dutch Mill has welcomed Nene as the new presenter for its Drinking Yoghurt Family, signalling further collaboration and campaign announcements.

Source: Bangkokbiznews