Myntra Beauty has expanded its Korean beauty portfolio with the launch of Anua, a globally recognised skincare brand known for its ingredient-focused products. The launch brings 16 products to Indian consumers across serums, face washes and cleansers, and face sunscreens.
The move strengthens Myntra Beauty’s position as a destination for Korean beauty, also known as K-Beauty. The platform now offers around 100 Korean beauty brands, following recent launches such as Frankly and Seapuri.
Anua Brings Its Gentle Yet Effective Skincare Approach to India
Anua follows a ‘Gentle Yet Effective’ skincare philosophy. Its routine-led approach focuses on ingredient-based formulations for different skin concerns. The brand has built a following across Japan, the US, South Korea and the UK before its launch in India.
Its products cater to several skin needs. These include oily and blemish-prone skin, sensitivity, redness, dullness, uneven skin tone and dehydration. As a result, the range offers targeted options for consumers seeking skincare suited to their individual concerns.
On Myntra Beauty, Anua will offer 16 stock-keeping units (SKUs) across three categories: serums, face washes and cleansers, and face sunscreens. Key products include the Heartleaf Cleansing Oil and Azelaic Acid 10 Hyaluron Redness Soothing Serum with Cica.
The products will also feature within Myntra’s routine-based search and visual discovery tools. This will help shoppers explore products based on their skincare needs.
Heartleaf and Peach & Rice Lead Anua’s Skincare Range
Anua’s product range centres on two key ingredient groups: Heartleaf and Peach & Rice.
- Heartleaf: Designed for soothing care, particularly for sensitive and reactive skin.
- Peach & Rice: Focused on skin illumination and nourishment.
Beyond these ranges, Anua offers targeted skincare built around ingredients such as PDRN, niacinamide, tranexamic acid (TXA), azelaic acid, hyaluronic acid, retinol, vitamin C, ceramides and BHA.
The range also includes sun protection and patch-based products. Together, these options address concerns such as hydration, dark spots, redness, visible pores, blemishes, skin barrier support, uneven texture and dullness.
Myntra Beauty Highlights Growing Demand for Ingredient-Led Skincare
Speaking on the launch, 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.”
The launch reflects growing interest in ingredient awareness and structured skincare routines. Moreover, Myntra Beauty aims to help consumers discover both emerging Korean beauty labels and established favourites through one platform.
Anua Looks to Reach More Indian Skincare Consumers
Speaking on the partnership, 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.”
With Anua joining its portfolio, Myntra Beauty continues to expand its international beauty offering. Its Korean beauty selection now spans around 100 brands, giving shoppers access to a wider range of skincare products and routines.
Across its broader international portfolio, Myntra offers more than 20,000 styles from over 360 global brands. The addition of Anua further supports the platform’s strategy of bringing international beauty brands to Indian consumers.
