K-beauty venture Anua has made a bold move to conquer the North American market by simultaneously launching in 1,400 offline stores of Ulta Beauty, the largest beauty retail chain in the U.S.With recent tightened regulations, including tariffs, on reverse cross-border shopping in the U.S., local marketing and offline expansion are emerging as key breakthroughs.

Anua has boosted brand awareness, garnering 2.4 billion views on platforms popular with Gen Z, such as TikTok, with its flagship product, the Heartleaf Pore Control Cleansing Oil, surpassing 338 million views, expanding touchpoints with local consumers. To celebrate its Ulta Beauty launch, Anua is holding a three-week in-store promotion and giveaway event to maximize customer engagement.

Since its launch in 2019, Anua has achieved over 200% annual growth. Entering the U.S. market in earnest in 2022, it recorded sales growth of 537% during Amazon Prime Day and 800% during Black Friday. This localization strategy and aggressive marketing are seen as positive signals for strengthening K-beauty’s foothold in the U.S. and expanding its influence in the global skincare market.