Anua, a global skincare brand operated by South Korea’s The Founders, has entered into a global partnership with Netflix’s animated film K-Pop Demon Hunters, marking its first collaboration centered on an animation intellectual property.
The partnership reflects Anua’s broader strategy to link skincare with fandom-driven entertainment and strengthen engagement with Gen Z consumers worldwide. By integrating its skincare offerings into the fictional universe of K-Pop Demon Hunters, the company aims to deliver a more immersive brand experience beyond traditional product marketing.
According to Anua, the collaboration extends beyond limited-edition packaging. The company plans to incorporate the film’s characters and narrative into a broader, storytelling-driven K-beauty campaign spanning skincare products, digital content and interactive consumer experiences.
Beginning in February, Anua will roll out a series of promotions tied to the partnership, including limited-edition products featuring characters from the film, as well as participation-based online and offline events designed to deepen consumer engagement.
“We see this collaboration as an opportunity to expand how we communicate with global consumers,” an Anua representative said. “By combining K-beauty with K-content, we aim to introduce a new type of skincare experience that resonates with younger audiences.”
The partnership comes as Anua continues to gain momentum in overseas markets, particularly in North America. Since entering the U.S. market in 2022, the brand has reported average annual growth of more than 250%, driven largely by flagship products such as its heartleaf toner and cleansing oil.
Anua has ranked among top sellers in Amazon’s North American skincare category and was named a “2024 Amazon Top Brand.” In September, it was also the only K-beauty brand included in a U.S. beauty trade publication’s list of the “2025 Top 100 Beauty Brands,” underscoring its expanding global footprint.
