Korean skincare brand Anua has expanded its presence in the European market by increasing its bricks & mortar locations with Boots to 650.
Anua started with 120 stores when it first launched at Boots in October last year. The number of stores has recently increased more than sixfold, establishing itself as a leading K-beauty brand with a robust distribution network across the UK in a short period of time.
Alongside the store expansion, the number of products stocked has also increased. The product range has grown from the original seven items to over 15 per store. The company has introduced several hero products to physical retail, including its well-known ‘Rice’ line and serums such as the ‘Azelaic Acid Serum’ and the ‘PDRN Serum.’ The latter two have shown strong performance in the US market, becoming bestsellers within six months of launch and further broadening the brand’s skincare offering.
Anua’s proactive online–offline omnichannel marketing strategy has helped deliver a positive reception from UK consumers. The ‘PDRN Serum’ saw a 90% increase in weekly sales during a May–June campaign, while Anua’s retail sales at Boots rose by 26% in the second quarter of 2025 compared to the previous quarter.
“Through this store rollout, we have secured a meaningful share in the UK’s in-store skincare market as a representative K-beauty brand,” an Anua spokesperson said.
“We plan to broaden our product portfolio and retail strategy through multiple channels and initiatives to further solidify our position as a leading skincare brand in the UK.”
