K-beauty brand Anua has entered into a strategic partnership with Ulta Beauty, marking its expansion into both digital and physical retail channels. Founded in 2019 by the global brand incubator The Founders, led by co-CEOs Lee Sunhyung and Lee Changjoo, Anua offers a wide range of skincare products designed to address specific skin concerns, using natural ingredients and dermatologically-tested formulas.
This partnership represents a major milestone, as Anua becomes the first K-beauty brand to secure direct distribution rights with Ulta Beauty across its entire store network. K-beauty Brand Anua to Arrive at All Ulta Stores in 2025, marking a significant step in the brand’s growth. The collaboration will begin with an online launch this month, and Anua plans to have its products available in all 1,500 physical Ulta locations by February next year.
An Anua representative shared their excitement about the deal, saying, “This Ulta Beauty partnership will significantly strengthen our global presence by expanding our reach to local consumers. Through Anua’s innovative product development and enhanced customer experience, we will accelerate our growth trajectory toward becoming the leading global K-beauty brand by establishing a comprehensive omnichannel distribution network.”
Anua will initially launch its bestselling Heartleaf and Rice skincare lines at Ulta. Customers can also look forward to exclusive promotional gifts, such as a complimentary mini cleansing oil with online purchases and a double cleansing duo for in-store shoppers. K-beauty Brand Anua to Arrive at All Ulta Stores in 2025, and the brand’s presence is already making waves online through Ulta’s digital channels.
This retail expansion comes at a time when K-beauty is experiencing a notable resurgence in the global market, as seen with L’Oréal Groupe’s recent acquisition of Korea’s Dr.G. Ulta Beauty has already been active in the K-beauty space, carrying established brands like Peach & Lily, CosRX, and Ma:nyo.
Since its inception, Anua has been making significant strides, including a successful entry into the U.S. market via Amazon in 2022. The brand has seen over 200% annual growth and has established a strong presence on platforms like eBay Japan. Known for its top-selling products such as the Heartleaf 77% Soothing Toner, Heartleaf Pore Control Cleansing Oil, and Heartleaf 77 Clear Pad, Anua is poised to make a big impact on the American beauty scene.
K-beauty Brand Anua to Arrive at All Ulta Stores in 2025 is a game-changing moment for the brand, solidifying its place in the K-beauty boom and setting the stage for continued success in the U.S. market.
