South Korean skincare brand Anua is set to enter the China mainland market through Sephora. Launched in 2019 by indie beauty group The Founders, Anua saw revenue reach 717.7 billion Korean won ($477.2 million) in 2025, up 67.8%, with overseas revenue nearing 90%. Previously active on Xiaohongshu (also known as RedNote), Douyin, and Tmall Global from 2021 to 2023, it has no current official channels in China. For Sephora China, which has struggled with losses and seen Whoo and Sulwhasoo exit, Anua fills a gap. The brand also tops charts at Ulta Beauty, Boots, Amazon, and Japan's Qoo10.

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