K-Beauty Brand Anua Expands to 1,400 Ulta Beauty Stores Nationwide

Global brand-building company The Founders (Co-CEOs Seonhyeong Lee and Changju Lee) is expanding the presence of its K-beauty skincare brand Anua in the US market through a strategic partnership with the nation’s largest beauty retailer, Ulta Beauty.

Anua, which first launched on Ulta.com in December 2024, expanded to 1,400 stores across the US earlier this month, strengthening its connection with North American consumers. Anua will come to life in stores through branded eye-catching display and front-of-store table featuring the brand’s bestsellers. Additionally, guests who make purchases of over a certain amount will receive a Double Cleansing Duo set as a gift with the purchase through February 22.

One of the brand’s achievements is its success on TikTok, where its total brand-related content has garnered over 2.4 billion views, particularly resonating with the Gen Z audience. Anua’s bestselling product, the Heartleaf Pore Control Cleansing Oil, has gained widespread attention on the app, accumulating more than 338 million views.