Salute e Benessere
Anua Breaks into 650 'Boots' Stores in UK... "Cements K-Beauty Status in Europe"
Anua started with 120 stores when it first launched at Boots in October last year, and quickly expanded to 470 in March and 650 as of July. The number of stores has increased more than sixfold in nine months, 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 significantly. The product range has grown from the original seven items to over 15 per store. The company has newly introduced several hero products to physical retail, including its well-known 'Rice' line and high-performance serums such as the 'Azelaic Acid Serum' and the 'PDRN Serum.' The latter two have shown strong performance in the U.S. market, becoming bestsellers within six months of launch and further broadening the brand's skincare offering.
These achievements are attributed to a combination of Anua's proactive online–offline omnichannel marketing strategy and positive reception from UK consumers. The "PDRN Serum" saw a 90% increase in weekly sales during the May–June campaign in the UK, while Anua's retail sales at Boots rose by 26% in the second quarter of 2025 compared to the previous quarter, once again highlighting the strong local demand for K-beauty.
"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."
Meanwhile, Anua is currently running a 10% discount promotion on key products—including the "TXA Serum," "PDRN Serum," and "Azelaic Acid Serum"—available through both Boots' online and in-store channels until August 26 .
Founded in 2019, Anua is a skincare brand that carefully selects the most effective natural and dermocosmetic ingredients, and offers a comprehensive range tailored to various skin concerns. Best-selling products include ▷ Heartleaf 77 Soothing Toner ▷ Heartleaf Pore Control Cleansing Oil ▷ TXA Niacinamide Serum. Recently, the brand has established itself as a leading K-beauty skincare label by achieving strong growth across global distribution platforms such as Amazon Global and eBay Japan .
View original content:https://www.prnewswire.co.uk/news-releases/anua-breaks-into-650-boots-stores-in-uk-cements-k-beauty-status-in-europe-302532899.html