Anua believes K-beauty is replacing French luxury

Korean beauty labels are replacing French luxury brands in the global cosmetic and skin care market, leveraging on their technical qualities and gaining over the European legacy labels, according to the North American marketing chief of K-beauty brand Anua.

Michelle Miller, chief marketing officer for Anua in the United States and Canada, said the next generation increasingly values product performance over brand reputation and legacy.

She has witnessed the shift in consumer preferences through Anua's nationwide expansion.

The brand is now sold at all 1,500 Ulta Beauty stores across the United States, as well as on Amazon, Ulta and Anua's online store.

Since it was launched by The Founders in 2019, Anua has rapidly gained ground against established French luxury brands such as Chanel, Dior, Yves Saint Laurent and Guerlain.

“French beauty has historically defined luxury through heritage, elegance and prestige.

K-beauty brings different kinds of premium values such as innovation, efficacy, advanced textures and a deep cultural expertise in skin care,” Miller said in an interview with T ...