ANUA Teams Up With Netflix's K-Pop Demon Hunters for a Glow-Worthy Global Campaign
ANUA Brings K-Beauty and K-Pop Together in Its Biggest Global Campaign Yet
The worlds of skincare and K-pop continue to collide, and this time, ANUA is taking centre stage with an exciting collaboration inspired by Netflix's hit animated film K-Pop Demon Hunters.
The Korean skincare brand has officially unveiled its GONNA BE GLOWIN' global campaign, celebrating self-confidence, radiant skin and the growing global influence of K-beauty through one of the year's most talked-about animated franchises.
Following the successful launch of the K-Pop Demon Hunters x ANUA collaboration edition earlier this year, which quickly gained attention across international markets and Sephora stores, the new campaign marks another milestone in ANUA's expanding global presence.
A Campaign Inspired by Confidence and Inner Glow
More than just a beauty collaboration, GONNA BE GLOWIN' is built around a universal message: encouraging everyone to embrace the glow that comes from both healthy skin and self-confidence.
To bring the campaign to life, ANUA partnered with K-pop production experts to produce a cinematic campaign film inspired by HUNTR/X, the fictional idol group from K-Pop Demon Hunters. The tribute celebrates not only the characters themselves but also the passionate global fandom that has embraced the Netflix film.
The collaboration reflects how beauty today extends beyond skincare routines—it's increasingly becoming part of pop culture, entertainment and personal identity.
Why ANUA Continues to Stand Out
Since its launch in 2019, ANUA has built a loyal following by creating skincare solutions that focus on effective, skin-friendly formulations powered by carefully selected natural and dermatological ingredients.
Many of the brand's bestselling products feature hero ingredients such as Heartleaf, Peach, Green Lemon and Birch, each formulated to target different skin concerns while remaining suitable for a wide range of skin types.
Beyond efficacy, ANUA continues to emphasise sustainability and customer-first innovation, reinforcing its reputation as one of Korea's fastest-growing skincare brands.
K-Beauty Meets Pop Culture
The collaboration also reflects a broader shift within the beauty industry, where skincare brands are increasingly partnering with entertainment franchises to connect with younger, globally engaged audiences.
With the worldwide popularity of Korean entertainment continuing to rise, the partnership between ANUA and K-Pop Demon Hunters feels like a natural extension of both brands' growing influence.
The limited collaboration is currently available through Sephora Singapore's online store and selected Sephora retail locations, giving fans another reason to celebrate both glowing skin and their favourite animated idols.
As K-beauty continues to shape global beauty trends, collaborations like ANUA x K-Pop Demon Hunters prove that skincare has become more than a daily routine—it's now part of the cultural conversation.
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