The Founders, Inc., a global brand building company, announced that its skincare brand Anua has officially launched on Amazon across the Middle East, Europe, and Australia, solidifying its place at the forefront of K-beauty’s global surge and signaling its strategic emphasis on the Middle Eastern market.
With a rising number of domestic beauty startups eyeing the Middle East, the region has quickly become a top priority for K-beauty brands seeking global growth. High purchasing power, a youthful and beauty-savvy population, and surging interest driven by the Korean Wave (K-pop, K-dramas, and K-culture) are transforming the Middle East into a high-potential market for Korean skincare. Anua’s timely entrance via Amazon UAE in February is aligned with this accelerating trend.
Since its launch, Anua’s signature products, such as the Heartleaf Pore Control Cleansing Oil, Heartleaf 77 Soothing Toner, and Niacinamide 10 + TXA 4 Serum, have quickly topped Amazon category charts across the region. In the UAE, the Cleansing Oil, Rice Enzyme Cleansing Powder, and TXA Serum each reached the No. 1 spot in their respective categories, buoyed by successful Ramadan and Spring Sale campaigns.
Other K-beauty players like Vely Monkeys and Dilly Dilly are also ramping up efforts in the Middle East, expanding product offerings, leveraging AI for hygiene certification, and tailoring beauty solutions to regional needs. These moves reflect a larger industry shift that underscores the region’s growing significance. From Dubai to Riyadh, the Middle East is rapidly emerging as a core destination for K-beauty innovation and consumer engagement.
Building on its momentum from top performing launches in the U.S. and Japan, Anua is scaling up with additional Amazon entries in the UK (January), Germany, and Australia. Offline, the brand has also secured presence in key retail chains such as Ulta Beauty (U.S.) and Boots (U.K.), allowing it to connect with consumers both digitally and in-store.
Launched in 2019, Anua has seen exponential growth, over 200% year over year, and is widely recognized for its clean, gentle formulations and cult-favorite products. Since entering the U.S. market in 2022, the brand recorded a 537% sales spike during Amazon Prime Day 2023 and an 800% surge on Black Friday, cementing its place as a breakout star in the global skincare market.
A spokesperson for Anua says: “This expansion marks a major milestone in our mission to become the number one global skincare brand representing K-beauty. We’re focused on creating innovative products tailored to local needs, while delivering an authentic brand experience across borders.”
