K-beauty brand Anua expands Amazon launch to Europe, Middle East, and Australia

It aims to reduce confusion from unauthorised listings.

South Korean skincare brand Anua has launched on Amazon in Germany, Australia, the UK and the UAE, accelerating its global expansion and strengthening its position in the growing K-beauty market.

The brand, owned by The Founders, Inc., is building on strong momentum from Amazon US and Japan. Anua entered the UK in January, the UAE in February, and most recently Germany and Australia.

Anua is also available offline through Ulta Beauty in the US and Boots in the UK.

The Amazon rollout is aimed at offering authentic products directly to consumers, whilst reducing confusion from unauthorised listings.

Since launching in 2019, Anua has reported over 200% year-on-year growth. The brand saw a 537% sales spike during Amazon Prime Day 2023 and an 800% surge on Black Friday.