Torriden first garnered interest in the US after an organic TikTok post showcasing its hero product DIVE IN Serum in November 2023.
This prompted the brand to explore the market and in fall 2024, it hosted its first pop-up in the US, which reportedly attracted 2,000 consumers across three days and caught the attention of a Sephora representative.
In July 2025, Torriden officially entered Sephora US, with its products now available at more than 400 retail locations and online.
“From the very first conversation, things moved quickly and dynamically. Throughout the process, we realised that collaborating with Sephora is more than just a retail partnership — it’s a meaningful opportunity to build a long-lasting brand.
“And by brand building, we don’t mean something flashy or exaggerated. For us, it simply means sharing our honest and in-depth understanding of skin with more people,” said In Goo Kwon and Yoon Hee Lee, co-CEOs of Torriden.
Sephora US carries the DIVE IN collection, a hydrating line “supercharged” with a 5D Hyaluronic Acid Complex — a combination of five types of hyaluronic acid across high-, medium- and low-molecular weights that allow moisture to penetrate deep into the skin.
This range includes Torriden’s best-selling DIVE IN Serum, as well as Cleansing Foam, Toner Pads, and Soothing Cream. Based on cumulative sales since 2016, one in four South Korean women own the Serum.
Also available in Sephora US is the BALANCEFUL line. Formulated with a 5D CICA Complex and containing five types of Centella asiatica extracts to soothe, calm, repair, and strengthen skin, this range comprises a serum, cream, toner, and cleansing gel.
“Sephora is thrilled to partner with Torriden and introduce their line of high-performing, science-backed products to our clients. Developed in their own labs in Korea, Torriden offers innovative Korean skin care formulations powered by their signature 5D Hyaluronic Acid technology, delivering deeply hydrating and effective solutions for all skin types.
“We look forward to welcoming this brand to our Sephora community and know that it will be a great addition to our growing Korean skin care assortment,” said Brooke Banwart, SVP Skincare Merchandising at Sephora.
As part of the launch, a pop-up experience named “Dive Into Splash” was held in New York’s SoHo neighborhood from August 28 to 31.
Centred on the DIVE IN collection, the event provided photo opportunities, brand education, interactive elements and sample opportunities for visitors, in a bid to drive consumers to Sephora retail stores.
Anua’s booming presence in the UK
Anua has amplified its presence in the UK by increasing the number of its brick-and-mortar locations at Boots, the country’s largest health and beauty retailer, to 650 as of July 2025.
Following its debut at Boots in October 2024, the brand quickly expanded to 470 stores in March this year. Within nine months, the number of stores has grown more than sixfold.
“Through this store rollout, we have secured a meaningful share in the UK’s in-store skin care market. We plan to broaden our product portfolio and retail strategy through multiple channels and initiatives to further solidify our position as a leading K-beauty skin care brand,” said an Anua spokesperson.
At the same time, the number of products stocked has also increased significantly — from the original seven items to over 15 per store.
For instance, Anua has introduced several hero products to the physical retail channel, including its Rice line and high-performance serums, such as Azelaic Acid 10 Hyaluron Redness Soothing Serum and PDRN Hyaluronic Acid Capsule 100 Serum.
These two products have displayed strong performance in the US market, becoming best-sellers within six months of launch.
In the UK, the PDRN Serum saw a 90% increase in weekly sales during a May-June campaign.
Notably, Anua’s retail sales at Boots rose by 26% in the second quarter of 2025 compared to the previous quarter.
These results are attributed to a combination of proactive online-offline omnichannel marketing strategy and positive reception from UK consumers, which underscores the strong local demand for K-beauty.
