Netflix’s animated hit KPop Demon Hunters is officially stepping beyond the screen and into the beauty aisle.
A new global collaboration between Korean skincare brand Anua and the film introduces the first-ever fictional skincare line from HUNTR/X, the girl group at the center of the movie. Announced on February 1, 2026, the partnership blends K-pop aesthetics, skincare culture, and the film’s supernatural lore into a multi-chapter campaign designed for fans worldwide.
TL;DR
Netflix’s KPop Demon Hunters has partnered with Anua to launch a global, story-driven skincare line inspired by fictional girl group HUNTR/X, expanding the film’s universe beyond the screen.
The collaboration marks one of Netflix’s most ambitious lifestyle tie-ins for an animated property, extending KPop Demon Hunters into fashion, beauty, and immersive fan experiences.
What the Anua x KPop Demon Hunters Collaboration Includes
At the heart of the partnership is a limited-edition skincare collection inspired by HUNTR/X members Rumi, Mira, and Zoey. Rather than simply slapping character images on packaging, the collaboration builds its concept directly into the story world of the film.
According to Anua, the products are designed to help the characters stay “billboard-ready” while secretly fighting demons, merging K-pop perfection with supernatural chaos.
The initial lineup includes:
- A heartleaf toner inspired by emotional balance and recovery
- A serum reflecting resilience and inner strength
- Curated glow kits tied to character-specific themes and visual motifs
Each product draws inspiration from key narrative elements, including Rumi’s emotional awakening and the film’s signature demon markings, which subtly influence the design and storytelling of the campaign.
The collection launched immediately worldwide through Anua’s official website and select global retailers.
A Multi-Chapter Campaign Built on Storytelling
This collaboration isn’t a one-off drop.
Netflix and Anua have planned a multi-chapter rollout through 2026, expanding the skincare line’s story through interactive and experiential elements. These include:
- Augmented reality filters that place fans inside the KPop Demon Hunters universe
- Planned pop-up events in key international markets
- Ongoing digital content that evolves alongside the fictional lore
By treating the skincare line as an extension of the narrative rather than just merchandise, Netflix is leaning into fandom culture, where story continuity matters as much as aesthetics.
Why KPop Demon Hunters Is the Perfect Fit for Beauty Culture
Released on June 20, 2025, KPop Demon Hunters quickly became one of Netflix’s most successful animated films. The story follows K-pop idols Rumi, Mira, and Zoey, who balance global superstardom with secret demon-hunting missions, all while facing a rival boy band led by the mysterious Jinu.
Voiced by Arden Cho, May Hong, Ji-young Yoo, Ahn Hyo-seop, Yunjin Kim, Daniel Dae Kim, Liza Koshy, and Joel Kim Booster, the film blended music, fantasy, and satire in a way that resonated far beyond animation fans.
With over 500 million views globally, chart-topping performance, and massive engagement on platforms like Spotify and social media, the film became a cultural moment rather than just a release.
Beauty culture, especially K-beauty, naturally aligns with the film’s themes of image, performance, and identity, making the Anua collaboration feel organic rather than forced.
The Growing Power of Netflix Brand Extensions
This partnership reflects a broader Netflix strategy: transforming hit titles into cross-industry brands.
Instead of limiting merchandise to apparel or collectibles, Netflix is increasingly exploring lifestyle categories like beauty, skincare, and wellness. By collaborating with a respected brand like Anua, Netflix gains credibility in a competitive space while Anua taps into a passionate, global fanbase.
The collaboration also strengthens the film’s long-term relevance, keeping KPop Demon Hunters visible between releases and fueling continued demand for a sequel.
Industry buzz around the franchise has only intensified, with fans actively calling for follow-up films and expanded storytelling across formats.
What This Means for Fans and the Franchise
For fans, the Anua collaboration offers a new way to connect with the characters beyond streaming. For Netflix, it reinforces KPop Demon Hunters as more than an animated movie, positioning it as a full-fledged pop culture property.
As Netflix continues to experiment with immersive brand partnerships, this crossover could become a model for how animated franchises evolve in the streaming era.
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