Anua launches global campaign and collection with ‘KPop Demon Hunters’

Global beauty brand ANUA, operated by global brand builder The Founders, has launched a global campaign with Netflix’s KPop Demon Hunters, along with a collaboration collection bringing the two brands’ worlds together.

ANUA has launched a global campaign with Netflix’s KPop Demon Hunters, along with a collaboration collection bringing the two brands’ worlds together.

ANUA has launched a global campaign with Netflix’s KPop Demon Hunters, along with a collaboration collection bringing the two brands’ worlds together.

The campaign was developed to offer consumers a new brand experience through storytelling that seamlessly combines skincare products with the film’s fictional world. Inspired by “Golden,” a song from the KPop Demon Hunters soundtrack, ANUA reimagines skincare not simply as skin maintenance, but as a way to protect and express oneself in the face of external stressors. The strategy is intended to communicate more directly the efficacy-focused skincare values ANUA has long championed.

To mark the collaboration, ANUA has introduced a lineup of solutions for radiance, protection and recovery that help bring skin to its natural best. Key products include the Golden Honmoon Mask (ANUA Ceramide Barrier Collagen Mask), which helps strengthen the skin barrier, and the Eternal Honmoon Mask (ANUA Vita Brightening Collagen Mask), which helps improve skin tone. A launch promotion begins February 1, with customers who purchase the new products receiving an ANUA Ultra Thin Spot Cover Patch as a gift.

Three sun care products are also launching: Zero Cast Sun (ANUA Zero Cast Moisturizing Finish Sunscreen, 50 mL), Matte Sun (ANUA Invisible Matte Finish Sunscreen, 50 mL) and Glow Stick (ANUA Invisible Glow Finish Sunscreen Stick). The line is designed to leave a natural finish without a white cast, with a lightweight, hydrating feel. In May, ANUA plans to launch a gentle mineral sunscreen formulated to minimize irritation, further expanding its sun care range for different skin types.

The collection is available through ANUA’s official online store and will roll out at major online and offline retailers worldwide. In the U.S., Amazon will offer a limited-edition special bundle featuring KPop Demon Hunters character photo cards, adding to its collectibility.

ANUA said the collaboration extends the world of KPop Demon Hunters into skincare to make the brand’s focus on skin’s natural resilience easier to understand. The company added that it expects the experience of seeing the film’s story naturally carry over into everyday skincare routines to resonate with consumers around the world and deepen their engagement with the brand.