Anua will bring its pop-up tour to Selfridges Trafford Centre in Manchester from June 29 to July 12, marking the final stop of the brand’s UK activation. The tour began at Selfridges Oxford Street in May before moving to Selfridges Birmingham earlier this month.
PDRN-Led Product Push
The pop-up supports Anua’s UK-exclusive launch of its PDRN Lip Serum at Selfridges. Visitors will also be able to use the brand’s Skin Analyser Tool for a 10-second hydration reading before and after trying the PDRN Mist.
Anua’s current UK activation is built around PDRN, an ingredient the brand is positioning in an everyday skincare format through a Triple-Action Capsule combining PDRN, collagen, and hyaluronic acid.
UK K-Beauty Retail Momentum
For Dewsia readers, the more relevant signal is channel development. Selfridges is continuing to function as a visible offline platform for Korean beauty activations in the UK, while brands like Anua use pop-up formats to turn ingredient-led demand into trial and conversion.
