Anua brings pop-up tour to Selfridges Manchester as K-beauty demand grows

Fast-growing Korean skincare brand Anua is bringing its PDRN skincare range to Selfridges Manchester with an exclusive pop-up, introducing shoppers to one of K-beauty's most talked-about ingredients.

From 29 June to 12 July Anua is coming to Selfridges Trafford Centre in Manchester, with the activation marking the final stop on a UK pop-up tour that the brand started in May with a stay at Selfridges Oxford Street in May. The pop-up then moved to Selfridges at Birmingham's Bullring, earlier this month. 

The pop-up tour marked the brand's UK-exclusive launch of the Anua PDRN Lip Serum, which is going to be available at Selfridges. 

Visitors can also use Anua's on-site Skin Analyser Tool for a ten-second hydration reading before and after trying the PDRN Mist.

PDRN has been a major trend in Korean aesthetics for years, associated with deep hydration, replumping and slow-ageing benefits. Anua has translated the ingredient around a into an 'everyday skincare' line built around a Triple-Action Capsule that combines PDRN, collagen and hyaluronic acid in a single step.

Zoe Mezerette, Account Manager for Anua UK, said: "Working with Selfridges is a major milestone for Anua. Since entering the UK market in 2024, we have been focused on establishing Anua as a leading masstige skincare brand. 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," she added. 

The Selfridges tour follows a string of UK activations for Anua this year. In February, the brand partnered with EL&N London on a glass-skin-inspired dessert collaboration tied to its rice skincare range, available across four flagship café locations. In May, the two brands reunited for an SPF-themed iced matcha activation ahead of summer. 

The brand's pop-up roadshow comes at a time when the broader K-beauty category is being significant growth. The global K-beauty market is projected to rise from $14.1 billion in 2023 to almost $28 billion by 2032, according to Credence Research, driven by consumer demand for ingredient-led, multi-step skincare routines.