Anua and EL&N turn Korean beauty trend into edible experience

Korean skincare brand Anua has partnered with EL&N London for a limited-time collaboration, reflecting the ongoing popularity of the glazed, glass-skin trend.

Available at four flagship EL&N locations in Birmingham, Wardour Street, Brompton Road, and Park Lane until 4 March, the collaboration brings Anua’s rice-based skincare philosophy into an exclusive dessert experience designed to evoke the look and feel of Korean glass skin.

As part of the promotion, customers who purchase the EL&N x Anua Honey Glaze Cake - a coconut frangipane layered with honey, peach jelly glaze, peach mousse and white chocolate ganache - receive an Anua skincare duo worth £46 at no additional cost.

The duo includes the Anua 7 Rice Ceramide Hydrating Barrier Serum and the Anua Rice 70 Glow Milky Toner, both designed to support the skin barrier and promote a radiant, glass-skin effect.

Tori Kim, UK Marketing Manager at Anua, said: "We wanted to bring Anua’s rice story to life beyond vskincare, creating a moment where people could experience our heritage in a more tangible, everyday way.

"EL&N felt like the perfect partner as it’s a destination that celebrates ritual, indulgence and joy, much like Korean beauty culture itself. Together, we’re introducing the idea of rice and glass skin through flavour, texture and experience, making Korean skincare philosophy feel intuitive and accessible for a UK audience."

Alexandra Miller, founder of EL&N London, added: "We’re always looking for ways to create moments that feel immersive, playful, and culturally relevant for our guests.

"This collaboration with Anua allows us to blend the worlds of Korean skincare and food and beverage in a way that feels natural to our brand, transforming the in- store experience into something multi-sensory and memorable. It’s a celebration of beauty, indulgence, and creativity, and we can’t wait for our customers to experience it!"

It comes as K-beauty has grown from a short-lived trend into a major segment of the global skincare market, driven by demand for distinctive ingredients, visible results and accessible price points - a trend expected to continue into spring/summer 2026.