# K-Beauty Retail Expansions ANUA Enters the U.S. Through a Partnership with Ulta Beauty By Debra John | Published 2025-01-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/anua-enters-the-us References: [beautypackaging](https://www.beautypackaging.com/contents/view_breaking-news/2025-01-01/k-beauty-brand-anua-launches-in-ulta-beauty/) & [ulta](https://www.ulta.com/brand/anua)  [ANUA](https://www.trendhunter.com/trends/toner-pad) has entered the U.S. market through a strategic partnership with [Ulta Beauty](https://www.trendhunter.com/trends/skincare-retail), making its products available through both digital and in-store channels. Founded in 2019, the brand "specializes in skincare that targets various skin concerns using a combination of natural ingredients and scientifically backed dermatological components." As a result, ANUA offers a range of solutions designed to meet the diverse needs of skincare consumers. This collaboration is particularly significant as "it marks the first time a [K-Beauty](https://www.trendhunter.com/trends/hanyul) brand has secured direct distribution rights with Ulta Beauty for its entire store network," thereby expanding its presence in the competitive U.S. skincare market. Consequently, the partnership provides ANUA with an opportunity to significantly increase its visibility and reach with its range of affordable products. Among ANUA's bestsellers are its 'Rice,' 'Peach,' and 'Heartleaf' skincare lines, along with popular toner pads and serums. Moreover, with this partnership, consumers in the U.S. can now more easily access and experience ANUA’s innovative skincare solutions. Image Credit: ANUA / Ulta Beauty ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 66% | Activity: 77% | Freshness: 33% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Related on Trend Hunter - [Toner Pad Beauty Collections](https://www.trendhunter.com/trends/toner-pad.md) - [Exclusive Skincare Retail Expansions](https://www.trendhunter.com/trends/skincare-retail.md) - [Viral K-Beauty Pop-Ups](https://www.trendhunter.com/trends/city-of-glow-popup.md) - [K-Beauty Retail Expansions](https://www.trendhunter.com/trends/hanyul.md) - [Korean-American Beauty Expansions](https://www.trendhunter.com/trends/then-i-met-you-1.md) - [Substantial Beauty Retailer Expansions](https://www.trendhunter.com/trends/ulta-beauty1.md) - [Rice-Based Skincare Lines](https://www.trendhunter.com/trends/rice-enzyme-brightening-cleansing-powder.md) - [Professional K-Beauty Innovations](https://www.trendhunter.com/trends/kbeauty-innovation.md) - [Collaborative Beauty Product Partnerships](https://www.trendhunter.com/trends/rodan-and-fields.md)