ANUA expands Europe footprint with major boots rollout
This move reflects not just consumer enthusiasm but also ANUA’s agility in leveraging omnichannel marketing and strategic partnerships.
UK – ANUA has expanded its presence in the UK by increasing the number of its physical stores at Boots, the UK’s largest health and beauty retailer, to 650 as of July 2025.
This marks a more than sixfold increase in just nine months from its initial 120 stores in October 2024, solidifying ANUA’s position as a leading K-beauty brand with a strong retail footprint across the UK.
Anua spokesperson said, “Through this store rollout, we have secured a meaningful share in the UK’s in-store skincare market as a representative K-beauty brand.”
“We plan to broaden our product portfolio and retail strategy through multiple channels and initiatives to solidify further our position as a leading skincare brand in the UK.”
Alongside the store expansion, ANUA has significantly increased its product lineup, growing from seven to over fifteen items per store, including high-performance skincare products like the Rice Toner, Azelaic Acid Serum, and PDRN Serum.
This expansion has been driven by favourable consumer reception and a proactive omnichannel marketing strategy, contributing to a 26% growth in Boots retail sales in Q2 2025.
ANUA’s rapid growth at Boots underscores its strengthening influence in the European skincare market, with the brand aiming to broaden its product portfolio and retail strategy further to consolidate its leadership in the UK skincare industry.
This move comes after ANUA recently partnered with Ulta Beauty, the largest beauty retailer in the USA, to expand its presence in the North American market.
This partnership marks a significant milestone for ANUA, as it aims to strengthen its connection with U.S. consumers and establish itself as a leading global beauty brand.
The collaboration began with ANUA’s launch on Ulta.com in December 2024, followed by a large-scale expansion to 1,400 Ulta Beauty stores across the U.S. on February 2nd, 2025.
This move allows ANUA to reach a broader audience and showcase its bestselling products through branded, eye-catching displays and front-of-store tables.
ANUA continues to win over global consumers through its effective localization strategies and distinctive marketing approach.
To celebrate the partnership, ANUA is offering promotional gifts of a Double Cleansing Duo set to customers who make purchases exceeding a certain amount.
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