01 Snapshot
The one-glance read on who they are and how they grow. Each point is verifiable from the receipts above.
Gentle K-beauty skincare anchored by the heartleaf ingredient (priced $12–$45 per unit, bundles $30–$80), targeting sensitive and combination skin in the US, now carried across all ~1,400 Ulta Beauty stores after organic TikTok virality created inbound retail demand.
Creator-led, with a TikTok ambassador and TikTok Shop affiliate network building brand demand that converts through search and then retail rather than the reverse.
~326,096 monthly visits (+18.1% over the past 3 months); $281,258/mo estimated DTC revenue; 597,069 Instagram followers; 76 active Meta ads and 25 active Google ads as of 2026-06-28; 40M+ products sold globally (undated cumulative).
The creator network posting about the brand grew from roughly 142 accounts in 2020 to approximately 23,900 by 2025 (a 168x increase), and that flywheel is what brought Ulta to Anua rather than the brand winning a traditional retail sell-in.