The Founders
The Founders Inc. (더파운더즈) is a Seoul-based, self-financed consumer brands holding company operating Anua (K-beauty skincare, $500M+ retail sales), FROM LABS (protein-adsorption haircare), and Project 21 (pet lifestyle) across 160+ countries via Amazon, TikTok Shop, Ulta Beauty, Sephora, and Boots UK.
- Company typePrivate
- Founded2024
- HeadquartersYeoksamdong, South Korea
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Founders does
The Founders Inc. (더파운더즈) is a Seoul-headquartered, self-financed (VC-free) consumer brands holding company operating three distinct brands across more than 160 countries: Anua (아누아), a K-beauty skincare brand generating over $500M in global retail sales in 2025 with nature-derived and derma-grade formulations including the PDRN (Polydeoxyribonucleotide) line, Heartleaf (어성초) line, and the newly launched Barrier Reboot dermocosmetics collection co-developed with five dermatologists; FROM LABS (프롬랩스), a science-driven haircare brand built around high-concentration protein adsorption technology and distributed through Olive Young, premium salons, and Amazon; and Project 21 (프로젝트21), a pet lifestyle brand offering dental chews, joint supplements, and dermatological care products for pets. The company combines nature-derived ingredients with derma-level clinical efficacy, deploys proprietary AI-based VOC analysis for product development, and operates an AI-based anti-counterfeit monitoring system for its flagship brand.
The Founders generates revenue through one-time unit sales across direct-to-consumer e-commerce (Amazon, TikTok Shop, brand websites, Japan's Qoo10 and TikTok Shop Japan), major retail partnerships (Ulta Beauty 1,400+ stores, Sephora, Boots UK 650+ stores, CJ Olive Young's planned LA debut in H1 2026, and duty-free channels), and selective premium placements. Anua — priced in the mid-tier mass market (e.g., Barrier Reboot at $24–$26) — is the dominant revenue driver, supported by a marketing stack spanning TikTok Shop (#1 beauty brand globally), celebrity ambassadors (Kendall Jenner, Suzy, Park Hee-sun), Netflix's K-pop Demon Hunters content partnership, Nike Run sponsorship, and London Fashion Week S/S 2026 official sponsorship. FY2024 consolidated revenue was 427.8 billion KRW (~$316M) with operating profit of 145.7 billion KRW (~$109M), more than triple the prior year; Anua brand-level retail sales reached approximately 700 billion KRW (~$525M) by May 2026, entering the global Top 100 Beauty Companies ranking per Beauty Inc. The company employs 300+ members (up from ~120 new hires in 2024) across three Seoul headquarters buildings (Parnas Tower, K-Beauty Square, Glass Tower) and a Tokyo regional office, with no external venture capital or private equity funding disclosed.
The Founders firmographics
Firmographics- Name
- The Founders
- Legal name
- The Founders Inc.
- Website
- https://thefounders.kr
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Short description
- The Founders Inc. (더파운더즈) is a Seoul-based, self-financed consumer brands holding company operating Anua (K-beauty skincare, $500M+ retail sales), FROM LABS (protein-adsorption haircare), and Project 21 (pet lifestyle) across 160+ countries via Amazon, TikTok Shop, Ulta Beauty, Sephora, and Boots UK.
- Ownership category
- akta.pro rank
The Founders industry classification
Industry- Product category
- K-beauty and Consumer Beauty Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Beauty & Personal Care Online Retailers (CRAFADAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where The Founders is headquartered
LocationHeadquarters
- HQ city
- Yeoksamdong
- HQ country
- South Korea
- HQ region
- Asia
Offices3 records
Markets served
The Founders business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure
Revenue model
- Skincare Products (Anua): Anua is the primary revenue driver, generating over $500 million in global retail sales in 2025. The brand sells through direct-to-consumer e-commerce (Amazon, TikTok Shop, brand websites), major retail partners (Ulta Beauty, Sephora, Boots UK, Olive Young), and its own online stores. Product categories include toners, serums, moisturizers, cleansing oils, and the PDRN line.
- Haircare Products (FROM LABS): FROM LABS is positioned as The Founders' second growth driver, generating significant revenue through haircare products sold at Olive Young, Amazon, premium salons (Salon Harts in Cheongdam), and e-commerce platforms. Key products include protein adsorption shampoo, hair treatments, and glass hair oil essence.
- Pet Lifestyle Products (Project 21): Project 21 generates revenue through pet lifestyle products including dental chews, joint supplements, digestive aids, allergy relief dermatological care, and artificial tears for dogs, sold via Naver Smart Store Week and veterinary clinics.
- Financial Performance: The Founders posted 427.8 billion won in sales (approx. $320M) in 2024 with operating profit of 145.7 billion won, more than triple the prior year's operating profit. The company is VC-free/self-financed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Anua Barrier Reboot Dermocosmetics — $24–$26 per moisturizer |
| Unit Pricing | Pay-as-you-go | Anua PDRN Collagen Brightening Serum Spray — featured in global campaign with Kendall Jenner |
| Unit Pricing | Pay-as-you-go | FROM LABS haircare — premium protein adsorption products sold at Olive Young, premium salons, and Amazon |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels10 records
The Founders product offering
Product offeringCore offering
The Founders Inc. operates as a multi-brand consumer goods holding company owning and selling three proprietary brands: Anua (K-beauty skincare products including PDRN-based serums, Heartleaf toners, niacinamide products, and the Barrier Reboot ceramide dermocosmetics line), FROM LABS (science-driven haircare products featuring protein-adsorption technology), and Project 21 (pet lifestyle supplements and care products). The company sells these own-brand products directly to consumers globally through its own e-commerce sites, Amazon, TikTok Shop, and through third-party retail partnerships including Ulta Beauty, Sephora, Boots UK, and Olive Young.
Product overview
The Founders Inc. operates as a multi-brand consumer goods company with three core brands: Anua (K-beauty skincare), FROM LABS (technology-driven haircare), and Project 21 (pet lifestyle). The portfolio includes product lines such as Anua's PDRN line, Heartleaf line, and the new Barrier Reboot dermocosmetics collection; FROM LABS' Protein Adsorption haircare line and Glass Hair Oil Essence; and Project 21's pet supplements and care products. The company sells to customers in more than 160 countries through online channels (Amazon, TikTok Shop, brand websites) and offline retail (Ulta Beauty, Sephora, Olive Young, Boots). The Founders focuses on customer-obsessed, data-driven product development and has achieved over $500 million in global retail sales by 2025.
Differentiator
Problem solved
Functional benefit
Brands
- Anua (아누아): K-beauty skincare brand using nature-derived and derma ingredients; flagship brand of The Founders Inc.; focuses on 'gentle yet effective' formulations including PDRN, niacinamide, and heartleaf extracts. Exceeded $500M in global retail sales in 2025 and reached #1 beauty brand on TikTok Shop.
- FROM LABS (프롬랩스)
- Project 21 (프로젝트21)
Products and services
- Anua (아누아) K-beauty skincare brand focused on gentle yet effective formulations using nature-derived ingredients (e.g., Heartleaf/어성초) and derma ingredients. Product portfolio includes PDRN-based serums (Collagen Brightening Serum Spray, Capsule Mist, Moisture Cream, Tear Serum), Heartleaf line (toner, cleansing water), niacinamide toner, cleansing oils, and the ceramide-based Barrier Reboot dermocosmetics collection codeveloped with five dermatologists. Sold to consumers in 160+ countries via brand D2C, Amazon, TikTok Shop, Ulta Beauty, Sephora, Boots UK, and Olive Young.
- FROM LABS (프롬랩스) Science-driven haircare brand that began in a laboratory, combining scientific research with creative approaches to develop innovative haircare products and routines. Core product lines include the Protein Adsorption Shampoo, Protein Capsule Hair Repair Treatment, Adsorption Hair Modeling Pack, Glass Hair Oil Essence, Catechin Pad, and Purifying Dandruff Improvement Shampoo. Products use proprietary high-concentration protein-adsorption technology for damaged hair repair. Sold through Olive Young, Amazon, premium salons (Salon Harts in Cheongdam-dong), and e-commerce platforms.
- Project 21 (프로젝트21) Pet lifestyle brand offering products to support pets' healthy lifespan up to age 21 (equivalent to 100 human years). Product range includes Denti Scrub Chew (dental chews), Active Joint Care (joint nutrition supplement), Aller Relief Derma Care (pet skin nutrition), Clear View Eyedrop (artificial tears for dogs), and Total Digest (digestive nutrition developed with a veterinary nutritionist). Sold primarily through Naver Smart Store and veterinary clinics in South Korea.
Quantifiable outcome
- #1 beauty brand on TikTok Shop globally
- +5 more outcomes
Companies that use The Founders
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
The Founders technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Founders partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, minor and moderate.
- Kendall JennercoreKendall Jenner appointed as Anua's first global brand ambassador on June 1, 2026, launching a worldwide campaign featuring the PDRN Collagen Brightening Serum Spray. The multi-year partnership includes global campaigns, new product launches, and a pop-up experience in New York's Soho district (June 6–7, 2026). This is the brand's most high-profile celebrity partnership, signaling a major milestone in its transition from digital-native brand to global mainstream beauty player.
- EL&N Café (London)minorAnua partnered with premium London café EL&N for brand awareness and visibility among beauty-conscious consumers. The partnership combines beauty and lifestyle positioning, leveraging EL&N's Instagram-famous aesthetic for brand exposure.
- Netflix (K-pop Demon Hunters)coreAnua entered a global partnership with Netflix's K-pop Demon Hunters series, creating a content-commerce integration that drove significant global customer engagement. The partnership combined entertainment content with product promotion, leveraging Netflix's global audience to reach new beauty consumers.
- SephoracoreSephora secured exclusive offline retail rights to multiple K-beauty brands including Anua, with arrangements typically lasting at least two years. Sephora also plans to expand Anua's Barrier Reboot dermocosmetics line in 2026 as part of Olive Young's K-beauty partnership. Sephora China entry is being pursued for China market re-expansion.
- Ulta BeautycoreUlta Beauty secured exclusive offline retail rights to Anua alongside other K-beauty brands. Anua has 1,400+ stores at Ulta Beauty in the US and was selected for Ulta's 'September Pick' promotional program. Barrier Reboot dermocosmetics launched exclusively on Ulta.
- CJ Olive YoungcoreCJ Olive Young, operator of Korea's largest health and beauty chain, plans to open its first US outlet in Los Angeles in H1 2026. Olive Young secured exclusive offline retail rights to multiple K-beauty brands including Anua for the US market. Anua was selected as 'September Pick' at Olive Young Korea, and Olive Young's US entry will provide additional retail distribution for Anua in the American market.
- Nike (Nike Run)moderateAnua became an official Nike Run partner, providing cosmetics kits to runners at Nike-sponsored running events. This sports marketing partnership elevates brand positioning among active, health-conscious consumers.
- Hong Kong Beauty Distributor (Equity Investment)moderateThe Founders made an equity investment in a Hong Kong beauty distributor to strengthen its global distribution network and regional partnership. This strategic investment supports Anua's expansion in Hong Kong and broader Asia-Pacific markets.
- World Vision Korea (Baseball Players Partnership)minorAnua donated 150 million KRW worth of basic cosmetics products in partnership with baseball players Moon Dong-ju and Oh Sun-woo through World Vision Korea, supporting underprivileged children while amplifying the brand's sun care line.
- World Vision KoreaminorAnua signed an MOU with World Vision Korea to support children with skin diseases. Anua also donated 100 million KRW in proceeds from its 'Anua Flea Market' event and product donations to World Vision. The partnership addresses social impact while building brand goodwill.
- CosMax (코스맥스)moderateCosMax developed a novel delivery system called 'Coinsell (코인셀)' with enhanced skin penetration, which was applied to Anua products. This technology partnership enables Anua to offer differentiated product efficacy through improved ingredient delivery.
- World Vision KoreaminorAnua donated 100 million KRW to World Vision Korea to support children with skin diseases, demonstrating CSR commitment and building emotional brand connection.
Scale indicators15 records
Recent moves7 records
Expansion highlights6 records
The Founders competitors and assessment
Company assessmentDirect peers
- COSRX: K-beauty skincare brand with similar viral TikTok Shop growth trajectory and US retail expansion. Comparable product positioning (gentle, effective skincare with nature-derived ingredients) and target Gen Z/MZ consumers in mass-market price tier.
- Klairs: Korean skincare brand with similar 'gentle yet effective' positioning and sensitive-skin consumer targeting. Comparable product categories (toners, serums, moisturizers) and overlapping international retail footprint including Olive Young and global e-commerce.
- Peach & Lily: K-beauty skincare brand founded by Korean-American entrepreneur with Sephora US distribution and viral TikTok growth. Comparable positioning targeting K-beauty-curious US consumers with gentle, effective formulations.
- Beauty of Joseon: K-beauty skincare brand that experienced comparable viral growth on TikTok and Amazon. Targets similar demographics with nature-derived and traditional Korean ingredients, with overlapping retail footprint in Ulta Beauty and Sephora.
- Glow Recipe: K-beauty-inspired skincare brand with strong US retail presence (Sephora) and viral social commerce following. Comparable consumer demographic (Gen Z beauty enthusiasts) and product strategy combining nature-derived ingredients with clinically-proven actives.
Broad incumbents
- Laneige: K-beauty premium skincare brand owned by Amorepacific with strong US Sephora presence. Comparable hydrating/moisturizing product positioning with The Founders' Barrier Reboot collection; broader portfolio and parent-company backing.
- CeraVe: Mass-market dermatologist-developed skincare brand owned by L'Oréal with extensive US retail presence. Comparable ceramide-based barrier-repair positioning to Anua's Barrier Reboot collection; operates at much larger scale with broader distribution.
- Tatcha: Japanese-inspired premium skincare brand with US Sephora/Ulta distribution and clinically-positioned formulations. Comparable dermocosmetics-adjacent product strategy and similar price tier ($24-$60) with barrier-care and serum lines.
- Innisfree: K-beauty skincare brand owned by Amorepacific with global retail footprint across Asia and selective US presence. Comparable ingredient philosophy (nature-derived) but operates at much larger scale with broader product portfolio.
- Drunk Elephant: Premium skincare brand with Sephora/Ulta distribution and clinically-positioned formulations. Comparable active-ingredient-led product development and similar target demographic; larger scale and established brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
The Founders social profiles
Digital presenceThe Founders financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Founders leadership team
Management profileNumber of profiles
Profiles1 record
The Founders subsidiaries and ownership
Company hierarchySubsidiaries3 records
The Founders funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Founders M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Founders
What does The Founders do?
The Founders Inc. operates as a multi-brand consumer goods holding company owning and selling three proprietary brands: Anua (K-beauty skincare products including PDRN-based serums, Heartleaf toners, niacinamide products, and the Barrier Reboot ceramide dermocosmetics line), FROM LABS (science-driven haircare products featuring protein-adsorption technology), and Project 21 (pet lifestyle supplements and care products). The company sells these own-brand products directly to consumers globally through its own e-commerce sites, Amazon, TikTok Shop, and through third-party retail partnerships including Ulta Beauty, Sephora, Boots UK, and Olive Young.
Is The Founders a public or private company?
The Founders is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Founders founded?
The Founders was founded in 2024.
Where is The Founders based?
The Founders is headquartered in Yeoksamdong, South Korea, in the Asia region.
How does The Founders make money?
Four revenue lines are on record. Skincare Products (Anua) is the primary driver. The others are haircare Products (FROM LABS), pet Lifestyle Products (Project 21) and financial Performance.
Who are The Founders's main competitors?
Direct peers on record are COSRX, Klairs, Peach & Lily, Beauty of Joseon and Glow Recipe. Broad incumbents are Laneige, CeraVe, Tatcha, Innisfree and Drunk Elephant.
Does The Founders have an API?
No public API is recorded for The Founders.
What industry is The Founders in?
The Founders's product category is K-beauty and Consumer Beauty Products. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 456120 and its SIC code is 2844.