ANUA is already ranking among its top five onboard skincare brands for Harding+.

Korean skincare brand ANUA is expanding its cruise retail presence with Harding+ from an initial 14 ships to 27 following strong early performance in the channel.

The rollout, which marked ANUA’s first entry into at-sea retail, will now extend to a selection of European ships. According to Harding+, ANUA is already ranking among its top five onboard skincare brands, attracting both existing K-beauty consumers and shoppers new to the category.

The brand’s cruise retail assortment focuses on gentle, results-led skincare combining natural and active ingredients, with hero products including the Heartleaf 77% Soothing Toner.

“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,” said Soo Song, Global Sales Manager at ANUA. “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 said: “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+ are also planning a programme of activations throughout the year to build brand awareness, strengthen customer engagement and support further growth across the cruise retail channel.

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