Torriden first garnered curiosity within the US after an natural TikTok submit showcasing its hero product DIVE IN Serum in November 2023.
This prompted the model to discover the market and in fall 2024, it hosted its first pop-up within the US, which reportedly attracted 2,000 shoppers throughout three days and caught the eye of a Sephora consultant.
In July 2025, Torriden formally entered Sephora US, with its merchandise now obtainable at greater than 400 retail areas and on-line.
“From the very first dialog, issues moved shortly and dynamically. All through the method, we realised that collaborating with Sephora is greater than only a retail partnership — it’s a significant alternative to construct a long-lasting model.
“And by model constructing, we don’t imply one thing flashy or exaggerated. For us, it merely means sharing our sincere and in-depth understanding of pores and skin with extra folks,” mentioned In Goo Kwon and Yoon Hee Lee, co-CEOs of Torriden.
Sephora US carries the DIVE IN assortment, a hydrating line “supercharged” with a 5D Hyaluronic Acid Advanced — a mix of 5 kinds of hyaluronic acid throughout high-, medium- and low-molecular weights that enable moisture to penetrate deep into the pores and skin.
This vary contains Torriden’s best-selling DIVE IN Serum, in addition to Cleaning Foam, Toner Pads, and Soothing Cream. Primarily based on cumulative gross sales since 2016, one in 4 South Korean ladies personal the Serum.
Additionally obtainable in Sephora US is the BALANCEFUL line. Formulated with a 5D CICA Advanced and containing 5 kinds of Centella asiatica extracts to assuage, calm, restore, and strengthen pores and skin, this vary contains a serum, cream, toner, and cleaning gel.
“Sephora is thrilled to associate with Torriden and introduce their line of high-performing, science-backed merchandise to our purchasers. Developed in their very own labs in Korea, Torriden provides revolutionary Korean skincare formulations powered by their signature 5D Hyaluronic Acid expertise, delivering deeply hydrating and efficient options for all pores and skin sorts.
“We look ahead to welcoming this model to our Sephora group and know that it is going to be a fantastic addition to our rising Korean skincare assortment,” mentioned Brooke Banwart, SVP Skincare Merchandising at Sephora.
As a part of the launch, a pop-up expertise named “Dive Into Splash” was held in New York’s SoHo neighborhood from August 28 to 31.
Centred on the DIVE IN assortment, the occasion supplied picture alternatives, model schooling, interactive components and pattern alternatives for guests, in a bid to drive shoppers to Sephora retail shops.
Anua’s booming presence within the UK
Anua has amplified its presence within the UK by growing the variety of its brick-and-mortar areas at Boots, the nation’s largest well being and wonder retailer, to 650 as of July 2025.
Following its debut at Boots in October 2024, the model shortly expanded to 470 shops in March this 12 months. Inside 9 months, the variety of shops has grown greater than sixfold.
“Via this retailer rollout, we now have secured a significant share within the UK’s in-store skincare market. We plan to broaden our product portfolio and retail technique by way of a number of channels and initiatives to additional solidify our place as a number one Okay-beauty skincare model,” mentioned an Anua spokesperson.
On the identical time, the variety of merchandise stocked has additionally elevated considerably — from the unique seven gadgets to over 15 per retailer.
As an example, Anua has launched a number of hero merchandise to the bodily retail channel, together with its Rice line and high-performance serums, resembling Azelaic Acid 10 Hyaluron Redness Soothing Serum and PDRN Hyaluronic Acid Capsule 100 Serum.
These two merchandise have displayed sturdy efficiency within the US market, changing into best-sellers inside six months of launch.
Within the UK, the PDRN Serum noticed a 90% enhance in weekly gross sales throughout a Might-June marketing campaign.
Notably, Anua’s retail gross sales at Boots rose by 26% within the second quarter of 2025 in comparison with the earlier quarter.
These outcomes are attributed to a mix of proactive online-offline omnichannel advertising technique and optimistic reception from UK shoppers, which underscores the sturdy native demand for Okay-beauty.
