ANUA Launches “KPop Demon Hunters” and “GONNA BE GLOWIN” Campaign

Global beauty brand ANUA announced on the 11th that it is launching a worldwide campaign titled “GONNA BE GLOWIN” through a partnership with Netflix’s “KPop Demon Hunters.” Operated by The Founders (with co- CEOs Lee Sun-hyung and Lee Chang-joo), ANUA has been expanding its collaborations with K-pop-related content by leveraging the quality of its products.

ANUA established a skincare partnership with “KPop Demon Hunters” in January 2026 and released a collaborative edition in February. This new campaign was created to offer consumers an expanded brand experience, building on the global success of the collaborative edition. It is specifically timed to coincide with the first anniversary of the series’ release.

The campaign’s main slogan, “GONNA BE GLOWIN,” reflects the brand’s desire for consumers around the world to unlock their own true skin radiance alongside ANUA. The company aims to introduce its brand narrative, which fuses skincare with entertainment, to global markets, thereby establishing a distinct brand value.

The campaign video released via ANUA’s official channels centers on the combination of K-pop culture and K-beauty. It was produced by K-pop-focused filmmaking teams to deliver highly immersive performances by the actors, while also honoring the idol group “HUNTR/X” and the series’ fanbase through visual storytelling.

The collaborative edition is available on global platforms such as Ulta Beauty, the largest beauty retailer in the United States, as well as Amazon. The core products of the campaign include three types of sunscreen care—Zero Cast Sun, Matt Sun, and Glow Stick—along with five other items like Ultra Thin Spot Cover Patch and Honmun Mask.

ANUA plans to carry out online and offline promotional activities in collaboration with major North American distribution channels. The strategy is to strengthen connections with global fanbases and enhance the brand’s influence in the North American market through these promotions. A ANUA official said, “We are delighted to be able to communicate closely with global fanbases through this partnership with the internationally popular series ‘KPop Demon Hunters.’ We hope this campaign, which combines the power of K-content with the quality of our products, will solidify ANUA’s status as a leading brand in global markets.”