Korean skincare brand Anua is expanding its cruise retail presence with Harding+, growing from an initial 14 to 27 ships, including a selection of European sailings.
According to Anua, the expansion follows encouraging sales since launch, with the brand now ranking among the top five skincare brands within the Harding+ cruise network.
Anua’s skincare proposition centres on gentle, results-focused formulations combining natural and active ingredients, supported by simple routines.
Among its hero products is the Heartleaf 77% Soothing Toner, which serves as an entry point to the wider portfolio. It helps recruit both existing K-beauty enthusiasts and customers discovering Anua for the first time, the brand said.
Anua said the accessibility of its offer is well suited to the cruise retail environment, where extended dwell times offer opportunities for product education, trial and engagement.
Anua and Harding+ are planning a programme of onboard activations throughout the year aimed at increasing brand awareness, engagement and sales.
“Anua has been a stand-out launch for Harding+, delivering strong engagement and attracting both loyal skincare enthusiasts and guests discovering Korean skincare for the first time,” said Harding+ Beauty Buyer Annalise Stewart.
“As demand continues to grow for innovative, ingredient-led beauty brands, Anua has proven to be a natural fit for our evolving guest demographic. We are proud to have introduced Anua to the cruise retail channel and delighted to see the success of the initial launch reflected in this expansion from 14 to 27 ships.
“We look forward to building on this momentum together and continuing to create exciting discovery opportunities for our guests across the fleet,” Stewart added.
Anua Global Sales Manager Soo Song commented: “We’re proud that Harding+ is where Anua sets sail for the first time, bringing us into the at-sea channel for the very first time.
“Cruise is a particularly compelling channel for us. Compared to other travel retail channels, guests spend more time in the location and have more opportunities to shop, which creates a unique environment for brand discovery.”
Song added: “Expanding from our initial 14 ships to 27 ships, following such strong performance, was a moment of real excitement for us. As a brand new to travel retail, this growth proved the scale of opportunity available to us in this channel.
“Looking ahead, Anua will continue to expand our footprint in travel retail, and we’re committed to becoming a brand that travellers around the world seek out and love.” 🛳️
