Viral K-beauty brand Anua has launched a first collection of moisturizers developed with dermatologists, now available on Amazon and online at Ulta.
The buzzy skin care brand is launching a new Barrier Reboot trio of moisturizers, marking Anua’s first collection codeveloped with dermatologists as the brand looks to break through in the fast-growing dermocosmetics category.
“This year, our brand slogan is ‘Anua: Where Trend Meets Trust,'” said Salang Yoon, product manager at Anua, in an interview with WWD. “A lot of customers are familiar with K-beauty brands, but think that they’re just good at sensorial formulas and trendy products…Barrier Reboot is focused on building the trust of our brand, and giving global customers a clinically driven line that they can use continuously.”Anua, founded in 2019, began rising Stateside in 2024 thanks to its viral Heartleaf Pore Control Cleansing Oil, which sells more than 50,000 monthly units on Amazon, as well as its ultra-discounted skin care sets on TikTok Shop. The brand has sold more than 1.2 million products on TikTok Shop to date, and is also one of the first brands Ulta Beauty is piloting via its own TikTok Shop storefront that launched earlier this month.“The U.S. is biggest market,” said Yoon, adding that, “Barrier Reboot will be a huge cash cow for our strategy not only this year, but the next and even two years after: we want people to know that we are a serious brand.” Anua is one of three brands owned by Korean conglomerate The Founders Inc, whose portfolio also includes pet care brand Project 21 and hair care brand From Labs . The Barrier Boost products, priced at $24 for the lightweight Daily Moisturizer and $26 for the Water Gel Cream and Intensive Cream, respectively, were formulated with Anua’s newly appointed board of five dermatologists to cater to different skin types.“The Water Gel Cream is focused on the customer who has combination skin and excess sebum; the Daily Moisturizer is for the family, including kids who are 36 months of age and older, and the Intensive Cream is more of a treatment for people who have extremely dry skin,” said Yoon., who is known to his 17.7 million TikTok followers as @doctorly and is a frequent collaborator of more mass-market dermocosmetics brands like Neutrogena and CeraVe. “There are lots of dermocosmetic products on the market in the U.S., but where there was a real area for improvement was in this textural experience and wearability throughout the day,” said Shah, adding that the Barrier Boost range is powered by a combination of ceramide, fatty acid and cholesterol precursors that aim to help the skin barrier replenish itself for longer-term relief. The moisturizers are now available on Amazon and online at Ulta, and later this year, Anua will launch at Sephora as part of Olive Young’s K-beauty partnership with the retailer. “Our customer demographics are broad; we want to communicate massively with lots of customers, rather than focusing on niche needs,” said Yoon, adding that as far as dermocosmetics go, Barrier Boost “is just the start.”. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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