ANUA's Strategic Expansion into 1,400 Ulta Beauty Stores Nationwide

ANUA Expands Its Footprint in North America

The popular K-beauty brand, ANUA, has made a significant leap by partnering with Ulta Beauty, the largest beauty retailer in the United States. The expansion to 1,400 Ulta stores, which took place on February 2, 2025, marks a new chapter for ANUA as it seeks to deepen its connection with North American consumers. This milestone comes not long after ANUA’s initial online presence launched on Ulta.com in December 2024.

In-store, consumers will find prominent displays featuring ANUA's bestselling products that aim to attract attention and encourage purchases. As part of its launch promotion, customers who spend above a certain amount will receive a special gift: the 'Double Cleansing Duo' set, available until February 22, 2025.

ANUA has been blazing trails in the K-beauty world, thanks to its effective localization strategies and innovative marketing campaigns. A key component of its success is its vibrant presence on social media platforms, particularly TikTok, where the brand’s posts have amassed a staggering 2.4 billion views. This online engagement has proven especially resonant with the Gen Z demographic. One of its star products, the 'Heartleaf Pore Control Cleansing Oil,' has achieved significant acclaim, gaining over 338 million views on TikTok alone, which firmly cements its reputation as a leading name in K-beauty.

A representative for ANUA expressed excitement about their expanding role in the competitive U.S. retail landscape: "We are delighted to achieve such strong results as we successfully expand into the competitive U.S. retail market, following our online success. Through our continued partnership with Ulta Beauty, we will work toward becoming a global No. 1 skincare brand through strategic marketing initiatives and innovative product development tailored to our customers."

Founded in 2019, ANUA is dedicated to providing targeted skincare solutions that address a variety of skin concerns. The brand's philosophy revolves around using carefully selected natural and dermatological ingredients, which appeals to consumers seeking effective and safe skincare options. Among its most popular products are the Heartleaf Quercetinol Pore Deep Cleansing Foam and the Niacinamide 10 TXA 4 Serum, reinforcing ANUA's status as one of the prominent players in the K-beauty market.

In addition to its U.S. expansion, ANUA has made waves across other international platforms, witnessing impressive growth on sites such as Amazon and eBay Japan. The brand’s continued partnership with Breakthru Beauty’s Allison Slater Ray and Lisa Hamilton is expected to propel its visibility and reach further.

As K-beauty continues to gain traction around the globe, ANUA's strategic partnership with Ulta Beauty positions it well for success in the coming years. With its commitment to quality, innovation, and customer satisfaction, ANUA is poised to become a household name not just in South Korea, but across the world’s beauty landscape.