K-beauty brand Anua is touring the UK exclusively via Selfridges this summer

By Lollie Hancock | Published: 15-Jun-2026
Skin Care Marketing

The K-beauty brand has partnered with luxury department store chain Selfridges to bring Anua’s range of skin care to major cities across the UK through an immersive pop-up experience, with a focus on the brand’s PDRN offering

Anua has partnered with Selfridges to launch a series of summer pop-ups across the luxury retailer’s UK stores.

The partnership has already seen the K-beauty skin care brand hold immersive pop-ups in Selfridges’ London Oxford Street site (21 to 27 May) and store in Birmingham shopping destination The Bullring (1 -to14 June), with Manchester’s Trafford Centre confirmed as the next stop on the tour.

“Working with Selfridges is a major milestone for Anua,” said Zoe Mezerette, Account Manager, Anua UK.

“Since entering the UK market in 2024, we have been focused on establishing Anua as a leading masstige skin care brand. 

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“As one of the UK’s most prestigious retail destinations, Selfridges is the ideal partner to showcase our brand and connect with beauty-conscious consumers. 

“As Anua’s first-ever pop-up activation in the UK, this roadshow represents an exciting step forward in our journey and reflects the growing demand for K-beauty among UK consumers. 

“We look forward to strengthening our partnership with Selfridges and continuing to deliver innovative skincare experiences to customers across the UK."

Anua, which recently named Kendall Jenner its first Global Ambassador, is using the series of events to educate visitors about the hero ingredient PDRN, as the K-beauty craze continues to grow in popularity in western markets.

The pop-ups also mark the UK exclusive launch of the Anua PDRN Lip Serum, with a limited edition PDRN Lip Serum Set, featuring a keyring available at the events and a personalisation option for consumers to customise with charms.

Anua will also have a skin analyser tool on-site to read consumers’ skin hydration levels before-and-after using the brand’s PDRN Mist.

Additionally, the Anua team is on hand to offer one-to-one skin care consultations and an in-depth introduction to Anua’s product offering.

The Anua PDRN pop-up arrives at Selfridges Trafford Centre in Manchester, UK, from 29 June to 12 July.

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