Founded by global brand incubator The Founders Inc in 2019, Anua has reportedly achieved more than 200% year-on-year growth since its launch while actively expanding its footprint worldwide.
The firm recently announced that Anua has entered e-commerce platform Amazon in Europe, Middle East, and Australia, marking the next step of its global expansion.
Specifically, it debuted in the UK in January, Dubai in February, and Germany and Australia in April.
Through these Amazon launches, Anua also aims to provide consumers with direct access of authentic products, minimise confusion caused by unauthorised listings, and foster stronger brand trust in global markets.
“This expansion marks a major milestone in our mission to become the number one global skin care brand representing K-beauty. We’re committed to introducing new product lines, launching engaging promotions, and connecting with more customers worldwide through innovative products and thoughtful service,” the brand said.
According to The Founders, Anua’s flagship products, namely Heartleaf Pore Control Cleansing Oil, Heartleaf 77 Soothing Toner, and Niacinamide 10 + TXA 4 Serum, have quickly rose to the top of their respective categories on Amazon’s best-selling charts.
In the UAE, the Cleansing Oil, Rice Enzyme Brightening Cleansing Powder, and TXA Serum have claimed the top spot in their categories, with Ramadan and Spring Sale campaigns fuelling Anua’s sales results across the region.
Beyond online channels, the brand is now available in major brick-and-mortar retailers such as Ulta Beauty in the US and Boots in the UK, further fortifying its presence in key markets.
“Anua has entered Ulta Beauty’s online mall and all 1,400 offline stores. It is notable for being the first K-beauty brand to enter all stores through direct transactions.”
Growing brand recognition
Anua officially set foot in the North America market in December 2022 through Amazon.
In July 2023, the brand saw a 537% increase in sales during Amazon Prime Day, an annual shopping event for Prime members. During Black Friday in November, it saw an 800% surge in daily sales.
In the first half of 2024, its sales in the North America market had increased by more than 30 times compared to the previous year. As of August last year, cumulative sales of Anua products amounted to approximately 30m units.
Additionally, Anua won the “Amazon Top Brand” award in 2024, which is given to brands with excellent sales performance.
At the same time, the brand is solidifying its position as a leading Korean skin care brand in Japan, particularly through “impressive growth” on online channels like Amazon and eBay.
Notably, Anua came out on top in terms of total sales for the first, second, and third quarters of 2024 for Qoo10.jp’s quarterly sales event called Mega-wari. The e-commerce platform was acquired by eBay in April 2018.
The Heartleaf 77 Soothing Toner was also the best-selling product under the toner category of Qoo10.jp.
The brand has attributed its results to its principle of being consumer-centric, focusing on “deeply understanding and solving problems” to the point of investing an average of 2,160 hours until a single product is born.
For instance, a survey is conducted when developing a product, which is released only if the user satisfaction level during product evaluation is higher than the standard.
After the product is launched, the brand carries out review monitoring and Net Promoter Score (NPS) among consumers who have made purchases.
“We focus on data-based decision-making and establishing strategies based on the consumer’s perspective. The Founders and Anua will persist in prioritising customer satisfaction and, through strategic actions, continue to grow the brand not only in Korea and North America, but also around the world.”
