Myntra Beauty has launched Anua, a Korean skincare brand, in India, adding to its portfolio of about 100 Korean beauty brands. The platform recently added Frankly and Seapuri to the same portfolio.
Anua launches on Myntra with 16 SKUs across serums, face wash and cleansers, and face sunscreen. The lineup includes the bestselling Heartleaf Cleansing Oil and the Azelaic Acid 10 Hyaluron Redness Soothing Serum with Cica. The products are integrated into Myntra’s regime-based search and visual discovery tools.
The brand’s range is built around two product lines: Heartleaf, aimed at soothing sensitive and reactive skin, and Peach & Rice, designed for illumination and nourishment. Its targeted care products use ingredients including PDRN, Niacinamide TXA, Azelaic Acid, Hyaluronic Acid, Retinol, Vitamin C, Ceramide, BHA and SPF, as well as patch-led actives. These address hydration, dark spots, redness, pores, blemishes, barrier support, texture and dullness. Overall, the portfolio covers oily and blemish-prone skin, sensitive and redness-prone skin, dullness and uneven tone, and dry or dehydrated skin.
Anua follows a “Gentle Yet Effective” philosophy across cleansing, toning, treatment, moisturising and protection. The brand has built a following in Japan, the U.S., Korea and the U.K. before entering India.
Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care, Myntra, said, “India’s beauty consumer is increasingly intentional about ingredients, routines and outcomes, and that’s exactly the audience we’ve been building Myntra Beauty’s K-Beauty portfolio for. The launch of Anua is a step towards further curating a destination where skincare enthusiasts can discover the next big K-Beauty brand and the ones they already love. Anua’s balance of gentle daily care and targeted solutions makes it a standout addition to that mix.”
Kevin Hyun, Global Sales & Business Development Leader, Anua, said, “Anua has built its global journey around skincare that is gentle, effective and responsive to real consumer concerns. India is an exciting beauty market, with consumers becoming more aware of ingredients, skin routines and targeted care. Through Myntra Beauty’s widespread reach across India and its diverse customer base, we’re pleased to make our portfolio across calming, brightening, hydrating and focused skincare solutions more accessible to Indian consumers.”
Myntra Beauty’s international portfolio now spans over 20,000 styles from more than 360 global brands.
