‘Expectations are high’: K-beauty brand ANUA plans to expand to 120 Boots outlets by October

The K-beauty brand expanded its UK presence with its launch on Boots online last month.

According to the company, its Niacinamide 10% + TXA 4% Dark Spot Correcting Serum was sold out within a day of the launch.

Furthermore, its bestselling Heartleaf Pore Control Cleansing Oil achieved record sales among the K-beauty brands in Boots.

The brand reported that it was “buoyed by these results” ​and plans to enter around 120 Boots brick-and-mortar stores across the UK in October.

Since the brand launched on Boots online, consumers have been inquiring about its offline availability.

"Anua's initial sales results have been very impressive, exceeding our expectations. We are receiving inquiries about whether Anua products can be received at offline stores sooner, so expectations are high. We plan to actively collaborate with Anua in the future to strengthen the competitiveness of K-beauty in the UK market,” said Chelsey Saunders, director of beauty, Boots UK.

According to top K-beauty retailer, Olive Young​, Anua was one of the top brands among UK consumers shopping on Olive Young Global.

Olive Young data reported that Anua’s Peach 70% Niacinamide Serum was especially popular among UK shoppers.

Global ambitions

Like fellow K-beauty brands Beauty of Joseon, AXIS-Y, and mixsoon, ANUA has gaining widespread recognition for its minimalist approach to beauty.

The brand is owned by The Founders Inc, which also owns pet care brand Project 21 and hair care brand Fromlabs.

Since its launch five year ago, brand has expanded to markets such as the US and Japan.

According to the firm, Anua has achieved 55-fold growth in sales since its launch.

Its cumulative sales exceeded 30 million units as of 2024 and the brand has had an average annual growth rate of 250%.

In the first half this year, the overseas markets generated 83% of total sales.

The brand said it was pleased to be expanding the brand’s presence in Europe as part of its ambition to accelerate its global presence.

To further expand its global reach, the brand said it would be participating in this year’s Black Friday, one of the biggest shopping events of the year, from November 29 to December 3.

The company also recently announced its first large-scale recruitment drive, with a focus on hiring roles for the North American market, where it sees huge potential.

Clean, minimalist beauty

Anua focuses on formulas that use natural ingredients to improve skin health.

This is best represented by its most famous product, Heartleaf 77% Soothing Toner, which has gone viral over social media.

Derived from Houttuynia cordata, heartleaf extract has anti-inflammatory, antibacterial, and antioxidant properties, making it an ideal ingredient for calming irritated and inflamed skin.

It helps regulate sebum production and keep excess oil at bay without stripping the skin of its natural moisture.