ANUA expands K-beauty skincare in the US

Global brand-building company, The Founders Inc, led by co-CEOs Seonhyeong Lee and Changju Lee, is expanding the presence of its K-beauty skincare brand ANUA in the U.S market through a strategic partnership with beauty retailer, Ulta Beauty.

First launched on Ulta.com in December 2024, ANUA expanded to 1400 stores across the United States on February 2 this year.

The brand continues to win over global consumers through its localization strategies and distinctive marketing approach. One of the brand's standout achievements is its success on social platform, TikTok, where its total brand-related content has garnered over 2.4 billion views, particularly resonating with the Gen Z audience. Its bestselling product, the Heartleaf Pore Control Cleansing Oil, has gained attention on the app, accumulating more than 338 million views, further establishing its position as a leading K-Beauty brand.

"We are delighted to achieve such strong results as we successfully expand into the competitive U.S. retail market, following our online success," said an ANUA representative. "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."