Myntra Beauty announces a strategic expansion of its K-Beauty portfolio with the official launch of Anua,  a globally recognized skincare brand known for routine-led, ingredient-focused formulations. The launch adds to Myntra Beauty's portfolio of ~100 Korean beauty brands, following recent launches like Frankly and Seapuri, and reinforces the platform's position as a preferred gateway for global beauty brands in India, one where consumers can discover everything from emerging K-Beauty names to established cult favourites, all in one place.

With Anua, consumers get access to the brand's ‘Gentle Yet Effective’ philosophy based products across cleansing, toning, treatment, moisturising and protection. The brand’s routine-first approach has built a devoted following across Japan, the U.S., Korea and the U.K., before making its much awaited launch in India.

Anua's portfolio spans skin needs from oily and blemish-prone skin to sensitive, redness-prone skin, dullness and uneven tone, and dry or dehydrated skin, making it a versatile addition for Myntra Beauty’s growing customer base, who   trust the platform for for their concern-based needs.

On Myntra Beauty, Anua will be available with sixteen SKUs across Serums, Face Wash &Cleansers and Face Sunscreen, including , the bestseller Heartleaf Cleansing Oil and Azelaic Acid 10 Hyaluron Redness Soothing Serum with Cica, integrated directly into Myntra’s regime-based search and visual discovery workflows.

The range is anchored by two pillars: Heartleaf, built for soothing, sensitive and reactive skin, and Peach & Rice, designed for illumination and nourishment. Beyond these, Anua's targeted care line built around PDRN, Niacinamide TXA, Azelaic Acid, Hyaluronic Acid, Retinol, Vitamin C, Ceramide, BHA, SPF and patch-led actives, addresses hydration, dark spots, redness, pores, blemishes, barrier support, texture and dullness.

Speaking on the launch, Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care, Myntra said, "India's beauty consumer is increasingly intentional about ingredients, routines and outcomes, and that's exactly the audience we've been building Myntra Beauty's K-Beauty portfolio for. The launch of  Anua is a step towards further  curating a destination where skincare enthusiasts can discover the next big K-Beauty brand and the ones they already love. Anua's balance of gentle daily care and targeted solutions makes it a standout addition to that mix."

Speaking on the partnership, Kevin Hyun, Global Sales & Business Development Leader, Anua, said, "Anua has built its global journey around skincare that is gentle, effective and responsive to real consumer concerns. India is an exciting beauty market, with consumers becoming more aware of ingredients, skin routines and targeted care. Through Myntra Beauty’s widespread reach across India and its diverse customer base,  we're pleased to make our portfolio across calming, brightening, hydrating and focused skincare solutions more accessible to Indian consumers."

With Anua now part of the mix, Myntra Beauty's K-Beauty shelf spans 100 brands, a portfolio built deliberately, brand by brand, to give India's increasingly ingredient-savvy shopper a single, trusted place to discover both what's emerging and what's already a cult classic in Korean beauty.

Anua's arrival adds to Myntra Beauty's rapidly growing international portfolio, which today spans over 20,000 styles from 360+ global brands, reaffirming Myntra's position as the preferred gateway for global beauty brands entering India.