K-Beauty skincare brand Anua has opened a series of pop-up activations across the UK this summer exclusively at Selfridges.  

Anua’s first-ever pop-ups spotlight PDRN, a skincare ingredient trending this year thanks to its deeply hydrating properties and use in Korean aesthetics, which Anua showcases in an accessible, everyday skincare line.  

The pop-ups also mark the UK launch of the Anua PDRN Lip Serum and limited-edition PDRN Lip Serum Set. Customers buying the set will also receive a personalised key ring, of which the Anua team will assemble live at the pop-up.  

Selfridges customers can also check their hydration levels with Anua’s Skin Analyser Tool with a 10-second read of the skin before and after applying the PDRN Mist.  

There will also be free sampling of the PDRN Cream and PDRN Cream and Serum Sachets. Customers spending over £30 will also walk away with a transparent PDRN pouch containing Anua stickers and a 10ml PDRN Cream sample.  

Zoe Mezerette, Account Manager for Anua UK, says: “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,” adds Mezerette. 

Following the London and Birmingham pop-up events, the Anua x Selfridges Manchester activation is set to open from the 29th June to the 12th July 2026 at the Trafford Centre.