New Korean Skincare Products Out From Anua in June 2026: Launches, Innovations, and Market Impact

Anua is making waves in June 2026 with a major product launch and brand announcement that's reshaping the K-beauty landscape. The Korean skincare brand has introduced the PDRN Collagen Glow Facial Serum Spray while naming Kendall Jenner as its first-ever global brand ambassador.

The new PDRN spray delivers immediate hydration with 2,000ppm of salmon DNA and hyaluronic acid, clinically shown to improve skin hydration by over 30% whilst reducing skin surface temperature.

If you've been following Korean skincare trends, you already know that Anua has become a powerhouse in beauty retail. The brand was TikTok Shop's number one beauty brand in 2024 and has sold more than 40 million units worldwide across 160 countries.

Now with over 20,000 retail doors across the United States, Anua is bringing its minimalist, science-backed formulations to more consumers than ever before. The timing of this launch reflects where the Korean skincare brand is heading in 2026.

You'll find the new PDRN spray works over or under makeup, absorbs quickly without residue, and fits into your daily routine whether you're at home or travelling. To celebrate the release, Anua is hosting a "Dew On The Go" pop-up experience at 21 Greene Street in New York City's Soho neighbourhood on 6-7 June.

Key Takeaways

• Anua launched the PDRN Collagen Glow Facial Serum Spray in June 2026 with clinically proven hydration benefits
• Kendall Jenner became Anua's first global brand ambassador as part of a multi-year partnership
• The brand has grown to over 20,000 retail locations in the United States with more than $500 million in global revenue

Spotlight on PDRN Collagen Glow Facial Serum Spray

The PDRN Collagen Glow Facial Serum Spray contains 2,000ppm of PDRN derived from salmon DNA alongside hyaluronic acid to support skin hydration and radiance. This facial mist uses blue capsule technology to deliver active ingredients while helping you achieve dewy skin.

Unique Ingredients and Benefits

The spray features PDRN (Polydeoxyribonucleotide), a bioactive ingredient that supports collagen production and skin barrier repair. At 2,000ppm concentration, the PDRN works to boost radiance and firmness whilst helping maintain barrier health.

Hyaluronic acid in the formula replenishes hydration and creates plumper-looking skin. The proprietary PDRN capsule technology features micro blue capsules that burst when you apply the product, releasing instant hydration.

The lightweight formula is suitable for all skin types. You can use it before, during, and after makeup application without adding weight or disrupting your complexion products.

Clinical Performance and Results

The ultra-fine oil-capsule mist delivers a clear, dewy glow upon application. The spray creates an even layer across your face, allowing the blue capsules to break down and absorb into your skin.

The formula supports moisture retention whilst working to improve skin texture and elasticity. The hyaluronic acid provides immediate hydration, whilst the PDRN works over time to support your skin's natural repair processes.

You'll notice the facial mist leaves your skin looking smooth and luminous. The product helps create a glass-skin finish without leaving a sticky or heavy feeling on your face.

How to Use for a Glass-Skin Finish

Hold the PDRN spray 20-30 centimetres from your face and mist evenly across your skin. Apply 2-3 pumps for full coverage.

Application Methods:

• Before makeup: Spray onto cleansed skin as the final step in your skincare routine
• During makeup: Mist between foundation and powder to lock in hydration
• After makeup: Spray as a finishing touch to enhance the glass-skin effect

Gently pat the product into your skin after spraying to help the blue capsules break down completely. You can reapply throughout the day whenever your skin needs extra hydration or a refresh.

Kendall Jenner as Global Brand Ambassador

Korean skincare brand Anua appointed Kendall Jenner as its first-ever global brand ambassador in June 2026, marking a significant expansion strategy for the company. The partnership centres on authentic product use and a multi-year commitment to promote Anua's philosophy of simple, effective skincare.

Role in the Anua Campaign

Kendall Jenner fronts the campaign for Anua's PDRN Collagen Glow Facial Serum Spray, a product she had previously shared on her social media platforms. The campaign showcases the model using the serum spray for on-set touch-ups, demonstrating how the product fits into a busy professional's daily routine.

You'll find the campaign running across Anua's digital and social platforms starting in June 2026. To celebrate the launch, Anua hosted a "Dew on the Go" pop-up in New York at 21 Greene Street in SoHo on 6 and 7 June.

The pop-up featured product discovery experiences, a photo booth and a "Dew Café" for visitors. The 30-year-old model and 818 Tequila founder also serves as a global ambassador for L'Oréal Paris, global fragrance ambassador for Emporio Armani and ambassador for Therabody.

The Value of a Multi-Year Partnership

Anua structured the partnership as a multi-year agreement that encompasses future global campaigns and product launches. This long-term commitment allows you to expect consistent representation of the brand's values through multiple product releases.

The timing aligns with Anua's rapid growth trajectory. The brand surpassed $500 million in global retail sales in 2025, with the United States as its largest market.

Anua has sold more than 40 million units across 160 countries and is distributed through more than 20,000 retail doors in the US. Yi Seonhyeong, chief executive officer of The Founders, explained that the brand wanted its first global ambassador partnership to reflect genuine product appreciation.

This strategic approach aims to build credibility with consumers who value authentic endorsements over purely transactional celebrity relationships.

Authenticity and Personal Skincare Routine

Jenner's connection to Anua began before the official partnership, giving the collaboration a foundation of genuine use. "Anua is one of those brands that's just stayed in my routine since the first time I tried it," Jenner stated.

"It gives me that healthy glow while keeping my routine simple." Her minimalist beauty aesthetic and straightforward skincare routine align with Anua's ethos of easy-to-use products.

You'll notice this philosophy reflected in Anua's product formulations, which focus on effective ingredients without complicated multi-step processes. The partnership emphasises a relatable skincare journey that many people experience—trying numerous products before finding what works.

This authenticity resonates with consumers who seek trusted recommendations rather than aspirational marketing claims.

Launch Events and Consumer Experiences

Anua is bringing its newest product launches to life through an immersive two-day experience in New York City. The brand has created interactive spaces where you can try products, enjoy café offerings, and explore unique installations designed to showcase the PDRN Collagen Glow Facial Serum Spray.

SoHo Pop-Up and Dew on the Go

The Dew on the Go pop-up experience takes place on 6-7 June at 21 Greene Street in New York's SoHo neighbourhood. This activation serves as the centrepiece of Anua's global campaign launch featuring Kendall Jenner.

You'll find interactive installations throughout the space that let you engage with the brand's products in new ways. The pop-up includes a photo booth where you can capture your visit and exclusive merchandise available only at this location.

The experience draws inspiration from a European summer escape theme. This design choice creates a sensory journey that connects you to Anua's product philosophy whilst providing hands-on opportunities to discover their bestselling formulas.

Dew Café and Product Discovery Moments

The pop-up features café offerings integrated into the experience. You can enjoy refreshments whilst exploring the brand's product range in a relaxed setting.

Product discovery experiences form a key part of your visit. These moments allow you to interact with Anua's skincare formulations, including their newest launches and fan-favourite items like the Heartleaf Serum that helped establish the brand's global presence.

Mist Reception and Dew Fountain

The Dew Fountain stands as one of the activation's signature installations. This feature creates a visual and sensory representation of the dewy, glowing skin results that Anua's products aim to deliver.

You'll encounter mist-based elements throughout the space that connect to the brand's PDRN Collagen Glow Facial Serum Spray format. These installations demonstrate the product's unique delivery system whilst adding to the immersive atmosphere of the pop-up experience.

Anua's Growth Strategy and Global Market Presence

Anua has grown more than 200% annually since entering the U.S. in 2022. The brand surpassed $500 million in global retail sales in 2025.

It now operates in over 20,000 retail doors across the U.S. and reaches 160 countries worldwide.

Expansion in the U.S. and Worldwide

You'll find Anua products across major U.S. retailers after the brand's strategic expansion from digital platforms to physical stores. The Korean skincare brand prioritises hub airports in key regions as part of its travel retail strategy.

The brand sold more than 40 million units worldwide by 2025. The U.S. became Anua's largest market during this rapid expansion period.

Anua continues expanding into Europe, the Middle East, and Australia. This global footprint positions the brand to capture growing demand for K-beauty products in emerging markets.

Digital Success and Retail Distribution

Anua earned the title of TikTok Shop's #1 Beauty Brand in 2024, achieving the highest single-brand revenue on TikTok Shop U.S. Your ability to discover the brand online translated directly into beauty retail success.

The brand's retail strategy took it from online discovery straight to beauty aisles nationwide. You can now shop Anua at Ulta Beauty stores across the country, on Amazon, and at anua.com.

This multi-channel approach gives you convenient access whether you prefer shopping online or in-store.

Amazon and Ulta Beauty Recognition

Anua received Amazon Top Brand recognition for sales performance in both 2024 and 2025. During Amazon Prime Day U.S. in July 2024, the brand ranked #1 in its category.

Your purchasing decisions drove a 537% year-over-year sales increase during that Prime Day event. These results demonstrate strong consumer demand for Anua's ingredient-focused formulations.

The brand's presence at Ulta Beauty nationwide further expands your access to products like the Heartleaf Serum and new dermatologist-developed moisturisers.

The Innovative Formulation Philosophy

Anua's June 2026 releases centre on strengthening your skin's natural defences whilst delivering targeted treatment benefits through carefully selected active ingredients and barrier-supporting complexes.

Focus on Skin Barrier and Hydration

Barrier-first formulations define Anua's approach to product development in 2026. Your skin barrier acts as your first line of defence against environmental stressors, moisture loss, and irritation.

When this protective layer becomes compromised, you experience sensitivity, dryness, and inflammation. Anua incorporates rice ceramide into their new formulations to reinforce barrier health.

Ceramides are lipid molecules that naturally exist in your skin's outer layer, making up approximately 50% of your skin's composition. Rice-derived ceramides closely mimic your skin's natural structure, allowing for better absorption and integration.

The brand pairs ceramides with hyaluronic acid and glycerin to address hydration at multiple skin levels. This combination prevents transepidermal water loss whilst drawing moisture into your skin.

You'll find these ingredients working together in the PDRN Hyaluronic Acid 100 Moisturising Cream, which supports your skin's moisture retention capacity throughout the day.

Double Cleanser and Azelaic Green Serum

The Double Cleanser set offers you a two-step cleansing system that removes makeup, sunscreen, and impurities without stripping your skin barrier. The first step uses an oil-based formula to dissolve sebum and oil-based products.

The second step employs a water-based cleanser to remove remaining residue and water-soluble impurities. Anua's Azelaic Acid 10 Hyaluron Redness Soothing Serum addresses multiple concerns simultaneously.

Azelaic acid at 10% concentration reduces redness, evens skin tone, and provides gentle exfoliation. The "green" aspect refers to the soothing botanical extracts that calm inflammation whilst the azelaic acid works.

This serum combination suits those dealing with rosacea, post-inflammatory hyperpigmentation, or general redness. You apply it after cleansing and before moisturiser for optimal penetration.

Why Anua Appeals to All Skin Types

Anua's skinimalism philosophy means fewer products that work harder, making their line accessible regardless of your skin type. Sensitive skin benefits from the calming heartleaf and centella extracts.

Oily skin responds well to the lightweight, non-comedogenic textures that won't clog your pores. Dry skin types find relief in the hydration-focused formulations featuring hyaluronic acid and ceramides.

Combination skin appreciates the balanced approach that doesn't over-moisturise or over-dry specific zones. The brand avoids common irritants like artificial fragrances, essential oils, and harsh alcohols.

You won't find unnecessary fillers or sensitising ingredients in their formulations. Their pH-balanced products maintain your skin's natural acidity level, further supporting barrier function and microbial balance.

Future Directions for Anua in K-Beauty

Anua is expanding beyond viral serums into new product categories, sustainable formulations, and physical retail experiences. The Korean skincare brand is redefining K-beauty through transparency and clinically-backed ingredients that appeal to modern consumers.

Upcoming Launches and Innovations

Anua has named Kendall Jenner as its first global brand ambassador in a partnership that launched in June 2026. The campaign centres on the PDRN Collagen Glow Facial Serum Spray, which Jenner already uses in her personal routine.

The brand is focusing on PDRN technology and collagen-based products for 2026. PDRN (polydeoxyribonucleotide) supports skin repair and regeneration at a cellular level.

You'll see Anua moving into these areas:

• Advanced anti-ageing formulations
• Sustainable packaging alternatives
• Clinically-tested botanical actives
• Multifunctional hybrid products

The 2026 roadmap emphasises transparency and sustainability alongside proven efficacy. This shift responds to consumers who want both clean ingredients and visible results.

Trends in Korean Skincare

Korean skincare continues growing globally, driven by K-pop and K-dramas that showcase the glowing complexions of Korean celebrities. You're seeing increased demand for minimalist formulations that focus on fewer, more effective ingredients.

The clean beauty movement is reshaping what you expect from K-beauty brands. Anua positions itself at this intersection with science-backed formulas and transparent ingredient lists.

Current trends shaping the Korean skincare brand landscape include:

• Microbiome-friendly products
• Eco-conscious packaging
• Ingredient education through social media
• Gender-neutral skincare options

You'll notice Anua leading the charge in clean K-beauty as consumers prioritise sustainability alongside performance. The brand leverages social platforms like TikTok and Instagram to educate you about ingredient benefits and product usage.

Physical Retail and Experiential Beauty

Anua's global expansion includes moving beyond online sales into brick-and-mortar beauty retail spaces. You'll encounter the brand in more physical locations across the U.S. and international markets throughout 2026.

The Korean skincare brand is developing experiential retail concepts where you can test products and receive personalised consultations. These spaces let you experience the textures, scents, and immediate effects before purchasing.

Physical retail priorities include:

• Interactive product displays
• Skin analysis technology
• Educational workshops
• Sustainable store designs

The beauty retail strategy combines Korean skincare heritage with modern shopping experiences that prioritise education and authenticity.