Korean skincare sensation Anua is making significant waves across American college campuses, captivating the Gen Z demographic with its highly successful “College Glow Up Tour.”
This strategic initiative was designed to boost brand awareness among young consumers and solidify Anua’s crucial partnership with Ulta Beauty, the largest beauty retailer in the United States.
The tour, which ran from September 16 to 26, marked a pioneering collaboration between Ulta Beauty and Her Campus, a leading U.S. college media platform.
Anua set up engaging, interactive pop-ups at six prominent universities in the U.S. Southeast, including the University of Miami, Georgia Tech, and Spelman College.
These events drew enthusiastic crowds of students eager to discover and experience Anua’s acclaimed skincare products.
Participating students received full-sized kits of Anua’s cult-favorite Heartleaf Double Cleansing Duo, featuring its popular Heartleaf Cleansing Oil and Cleansing Foam.
This hands-on experience provided an authentic introduction to the brand’s philosophy of gentle, ingredient-focused formulas.
The impact was immediate: many attendees took to social media platforms like TikTok to share their first impressions, organically amplifying Anua’s presence and cementing its status as a serious contender for the attention of American Gen Z.
Anua has rapidly gained traction in the U.S. since its launch in Ulta Beauty’s online store and 1,400 physical locations nationwide in February.
The brand’s emphasis on clean ingredients and proven skin efficacy has quickly made it one of the most talked-about K-beauty names, appealing to younger consumers seeking effective yet minimalist skincare routines.
An Anua spokesperson shared, “The campus tour allowed us to connect more authentically with U.S. Gen Z consumers and share Anua’s unique brand experience.
We plan to keep expanding our local touchpoints to grow as a trusted K-beauty brand in the American market.”
For Ulta Beauty, this collaboration reflects a broader strategy to leverage the cultural influence of K-beauty, which continues to shape skincare trends across the U.S. retail landscape. By directly engaging college students—a demographic renowned for setting viral beauty trends—Anua is strategically positioning itself not merely as a passing fad, but as a long-term, impactful player in the competitive U.S. skincare market.
This initiative highlights the power of targeted experiential marketing in connecting with a generation that values authenticity and innovation.
