ANUA has increased its presence from 14 to 27 cruise ships, says Global Sales Manager Soo Song (right).

Korean skincare brand ANUA is expanding its cruise retail partnership with Harding+, increasing its presence from 14 to 27 ships following a successful debut in the channel.

The rollout, which also includes selected European ships, marks ANUA’s first entry into cruise retail and reflects strong early sales performance and customer engagement. The brand said it now ranks among the top five skincare brands onboard, highlighting growing demand for Korean skincare among cruise passengers.

Known for its ingredient-led formulations and simplified skincare routines, ANUA has attracted both existing K-beauty enthusiasts and first-time users through products such as its Heartleaf 77% Soothing Toner, which has become a key recruitment product onboard.

Soo Song, Global Sales Manager at ANUA, said: “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 on board and have more opportunities to shop, which creates a truly unique environment for brand discovery.

“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.”

Harding+ Beauty Buyer Annalise Stewart added: “ANUA has been a standout launch for Harding+, delivering strong engagement and attracting both loyal skincare enthusiasts and guests discovering Korean skincare for the first time. 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.”

ANUA and Harding+ plan to support the expanded rollout with a programme of onboard activations throughout the year to drive awareness, encourage product discovery and sustain growth across the cruise retail channel.

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