Yesterday, according to report, the Founders Inc., operator of the skincare brand Anua, has strengthened its partnership with Hong Kong-based beauty distributor YesAsia Holdings Limited through a strategic equity investment. The company signed a deal to acquire 4.1 million new shares issued by YesAsia Holdings at 5.55 Hong Kong dollars per share, for a total investment of about 4 billion won. Pending approval from the Hong Kong Stock Exchange, The Founders will secure roughly a 1% stake in YesAsia Holdings.
The move underscores The Founders’ ambition to accelerate its global expansion by leveraging YesAsia’s extensive B2B and B2C platforms, AsianBeautyWholesale and YesStyle, which carry over 400 beauty brands—including Anua, MediCube, and Dalba. About 90% of YesAsia’s revenue comes from K-beauty distribution, supported by a global logistics network with advanced warehouses in the U.S. and Europe. The capital from The Founders’ investment will help YesAsia strengthen overseas inventory and expand its operations.
Founded in 2019, Anua rose to prominence with its plantain toner and later won recognition at the 2022 CJ Olive Young Awards. Since expanding abroad in 2021, nearly 90% of its sales now come from overseas. The brand has established itself globally, ranking among Amazon’s top beauty brands, leading sales on Japan’s Qoo10 Mega Sale for three consecutive quarters, and entering major retailers such as Ulta Beauty in the U.S., Boots in the U.K., and India’s Nykaa.
The Founders also operates consumer brands such as pet supplies line Project 21 and dermo hair care range FROM LABS, selling in more than 160 countries. Thanks to Anua’s explosive growth, The Founders reported 427.8 billion won in sales and 146.7 billion won in operating profit last year, surging 198.6% and 263% year-on-year, respectively.
YesAsia’s international footprint also continues to expand, with 2023 sales distribution spanning Europe (39%), the U.S. (34%), the Middle East (6%), and Latin America (4%). Growth was especially strong in emerging markets, including a 154% surge in the Middle East and a 491% increase in Latin America.
Through this equity partnership, The Founders and YesAsia are expected to deepen their collaboration and further accelerate K-beauty’s reach across global markets.
