K-beauty brand ANUA has partnered with Harding+ to offer its products at sea for the first time.

Announcing an expansion from initial 14 to 27 ships in a press release, Harding+ noted that this will see the brand launch across a selection of European ships.

“ANUA has been a standout launch for Harding+, delivering strong engagement and attracting both loyal skincare enthusiasts and guests discovering Korean skincare for the first time,” said Harding+ Beauty Buyer Annalise Stewart.

“As demand continues to grow for innovative, ingredient-led beauty brands, ANUA has proven to be a natural fit for our evolving guest demographic. We look forward to building on this momentum together and continuing to create exciting discovery opportunities for our guests across the fleet.”

The brand’s simple, results-focused routines are said to be particularly well suited to the cruise retail environment, where shoppers are looking for easy-to-understand products that deliver visible benefits without overwhelming complexity.

“We’re proud that Harding+ is where ANUA sets sail for the first time, bringing us into the at-sea channel for the very first time” commented Soo Song, global sales manager at ANUA.

“Cruise is a particularly compelling channel for us, compared to other travel retail channels, guests spend more time on board and have more opportunities to shop, which creates a truly unique environment for brand discovery.”

Following the launch and subsequent expansion, a program of activations is planned throughout the year to build brand awareness, strengthen customer engagement and support continued growth across the cruise retail channel.