K-Beauty Takes Over European Cruise Ships: ANUA Nearly Doubles Its Reach to 27 Vessels as Korean Skincare Transforms Onboard Shopping

Written By: Sarannya Acharya

Sarannya Acharya

Sarannya Acharya is a content writer with a strong academic and professional background in media and communication. She holds an M.Sc in Media Science and is currently pursuing a Ph.D. at Swami Vivekananda University, Barrackpore, with a specialization in Advertising. With over three years of experience in content writing, she brings a blend of research-driven insight and creative storytelling to her work. Alongside her professional role, she is actively engaged in academics, contributing to the field through teaching and scholarly involvement. Her expertise lies in crafting well-structured, engaging, and informative content, supported by a solid foundation in media theory and practical industry knowledge.

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August 22, 2026 22:02 GMT+5:30

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K-Beauty is rapidly changing European cruise ships, and ANUA is taking this trend to a new level in 2026. The Korean skincare brand has nearly doubled its cruise reach, moving from 14 vessels to 27 vessels through its Harding+ partnership. This K-Beauty expansion gives European cruise travellers greater access to Korean skincare while sailing. ANUA’s growing presence also shows how cruise shopping is evolving beyond traditional luxury products. As K-Beauty attracts both loyal fans and curious newcomers, European cruise ships are becoming unexpected beauty destinations. Travel And Tour World urges travellers to read the entire story to discover what this major cruise-shopping transformation means for their next voyage.

ANUA dramatically expands its cruise retail footprint

ANUA is significantly increasing its presence in European cruise retail during 2026, expanding its Harding+ partnership from 14 to 27 ships. The move adds 13 vessels and represents an increase of almost 93% compared with the brand’s initial onboard footprint.

For travellers, the development means Korean skincare will be available across a substantially wider cruise network. Passengers interested in K-beauty can potentially discover ANUA products without making a separate shopping trip during their European holiday.

The expansion is particularly relevant as cruise travel continues recovering strongly across Europe.

Why the expansion matters to European cruise travellers

Cruise ships have increasingly become more than transportation between destinations. Passengers now spend significant time enjoying restaurants, entertainment, wellness facilities and retail spaces onboard.

Beauty shopping can therefore become part of the holiday itself.

ANUA’s larger presence gives international passengers another opportunity to explore Korean skincare while travelling between European ports. However, product availability can vary by individual ship and onboard retail programme, so travellers should check their vessel’s facilities before departure.

The development also reflects growing interest in Korean beauty products internationally.

European cruise tourism provides a huge passenger market

Official European Commission data shows the scale of the cruise market supporting this expansion.

More than 16 million cruise passengers were recorded in European ports during 2024. The European cruise market generated an estimated €64.1 billion in economic value and supported approximately 445,000 direct and indirect jobs.

Italy and Spain together accounted for more than 8 million passengers, representing approximately half of the European total. These countries are therefore particularly important markets for cruise operators and onboard retailers.

The European Commission also reports that around 18 million cruise passengers embarked or disembarked at EU ports in 2024. That represented a 12.1% increase from the previous year and was substantially above the approximately 15 million recorded in 2019.

Italy, Spain and Germany remain major cruise gateways

Eurostat data provides further insight into where cruise activity is concentrated.

Italy recorded approximately 4.9 million cruise passengers embarking or disembarking in 2024. Spain followed with about 3.9 million, while Germany recorded around 2.9 million. Together, these three countries represented almost 66% of cruise passengers counted across EU ports.

For travellers, this concentration matters because cruises visiting major Mediterranean and European gateways can provide greater access to onboard retail programmes.

UK cruise demand also remains exceptionally strong

The United Kingdom provides another useful indicator of European cruise demand.

According to the UK’s Department for Transport, international cruise passengers using UK ports reached 3.1 million in 2025. The figure remained stable compared with 2024 but was 51% higher than the 2 million recorded in 2019. It was also the highest level recorded in the department’s statistics.

Southampton remained the dominant UK cruise gateway, handling approximately 2.6 million of those passengers. Dover accounted for about 102,000, while London, Liverpool and Portsmouth also recorded substantial passenger activity.

What ANUA’s expansion means for passengers

For K-beauty enthusiasts, the expanded ANUA presence creates a more convenient shopping opportunity.

Travellers can potentially discover Korean skincare during sea days rather than spending valuable port time searching for specialist retailers.

The wider availability may also appeal to passengers who are unfamiliar with Korean skincare. Cruise retail can provide an accessible environment for discovering products while travelling.

Passengers should nevertheless compare onboard prices and product availability before purchasing. Duty-free or tax-related treatment can vary depending on the cruise itinerary, ship and purchasing circumstances.

Korean skincare becomes part of the cruise journey

ANUA’s expansion comes as European cruise tourism continues to grow beyond pre-pandemic levels.

The development shows how onboard retail is adapting to international consumer interests. For travellers, the cruise ship is increasingly becoming another place to discover global lifestyle trends.

With ANUA expanding from 14 to 27 European cruise ships, Korean skincare is gaining a much larger platform at sea.

For passengers sailing Europe in 2026, that could make the onboard shopping experience an unexpected part of their travel itinerary.

The broader message is clear: as European cruise tourism grows, the products available onboard are becoming increasingly international, giving travellers more opportunities to discover brands and beauty trends without leaving the ship.

Cruise Lines Bringing K-Beauty and Beauty-Focused Shopping to Travellers: Where the Trend Is Growing in 2026

The expansion of ANUA across 27 European cruise ships is part of a wider change in onboard retail. Cruise companies are increasingly using beauty, wellness and destination-led shopping to enrich the passenger experience.

However, it is important to distinguish between cruise lines directly launching K-beauty programmes and cruise lines whose ships provide established beauty retail where Korean skincare is available. Current evidence shows that the strongest dedicated K-beauty expansion is happening through Harding+, which operates retail for multiple cruise-line partners. Harding+ says it currently operates more than 300 shops across 88 ships worldwide, serves over 8 million guests annually and works with more than 14 global cruise lines.

Cruise Lines and Markets Where Similar Beauty Retail Is Happening

1. Royal Caribbean: Beauty Shopping Across a Global Cruise Network

Royal Caribbean is one of the clearest examples of a major cruise company treating beauty as a standard onboard shopping category. The cruise line says its ships have perfume and cosmetics stores alongside jewellery, watches, handbags and branded merchandise. Its onboard shops also sell beauty products as part of a broader tax- and duty-free retail proposition.

For international travellers, the important point is that beauty shopping is available across the fleet rather than being restricted to one destination. Royal Caribbean states that its shops generally open after the ship reaches international waters, while purchases are made using the passenger’s onboard account. Travellers should also remember that tax-free treatment does not remove responsibility for complying with their home country’s customs allowances.

Royal Caribbean also connects Korean beauty with destination experiences. Its South Korea travel information highlights Korean cosmetics and skincare shopping in Busan, including the large beauty selection at Shinsegae Centum City. Spectrum of the Seas itineraries similarly combine Korean destinations with opportunities to experience local K-culture.

2. MSC Cruises: A Major European Market for Beauty Discovery

MSC Cruises is particularly relevant because of its extensive European presence. The European cruise market is heavily concentrated around Mediterranean gateways, with Italy and Spain among the continent’s largest cruise passenger markets.

The beauty opportunity extends beyond conventional luxury cosmetics. Reporting on cruise retail has identified Korean skincare products appearing within the broader MSC shopping environment, illustrating how K-beauty is becoming part of the international passenger shopping mix.

For travellers sailing Mediterranean routes, this trend matters because a cruise can combine several major shopping destinations with onboard retail. Passengers visiting Italy, Spain, France or Greece can encounter different beauty cultures ashore while also having access to international brands at sea.

3. Harding+ Partners: The Most Significant Dedicated K-Beauty Expansion

Harding+ represents the most clearly documented expansion of dedicated K-beauty retail in the current cruise market. After introducing Korean skincare earlier in 2026, the retailer announced the addition of Medicube, Biodance and Thank You Farmer on selected European ships from late August 2026.

The new assortment includes Medicube’s collagen products and pore-cleansing pads, Biodance collagen masks and Thank You Farmer’s SPF collection. Instead of simply placing separate brands on shelves, Harding+ has designed the retail experience around a skincare sequence covering cleansing, toning, treatment, moisturising and sun protection.

This is significant for tourists because it changes how onboard shopping works. A passenger unfamiliar with K-beauty can follow a routine rather than trying to understand dozens of unrelated products.

4. European Cruise Ships: K-Beauty Moves From Niche to Mainstream

The European market provides an unusually large audience for this retail strategy. European Commission data indicates that approximately 18 million cruise passengers embarked or disembarked at EU ports in 2024, up 12.1% from 2023 and above the 2019 level.

Italy recorded approximately 4.9 million passengers embarking or disembarking, Spain around 3.9 million and Germany approximately 2.9 million. These three countries together accounted for nearly two-thirds of the EU total.

That concentration explains why European ships are becoming an attractive testing ground for international beauty brands. A single retail programme can potentially reach passengers from dozens of countries during one sailing season.

5. South Korea: Where Cruise Travel and K-Beauty Meet Directly

South Korea represents a different model. Here, the attraction is not only onboard retail but also the destination itself.

Royal Caribbean promotes Korean cosmetics as part of the shopping experience for travellers visiting Busan. Its destination information points passengers towards major shopping centres and markets where Korean beauty products are prominent.

This creates a powerful combination for travellers. Passengers can discover K-beauty onboard or through cruise excursions and then experience Korea’s much larger beauty retail ecosystem ashore.

What This Means for Cruise Travellers

The evidence suggests that K-beauty is developing through several different cruise channels rather than through one universal programme.

ANUA’s expansion across 27 European ships is the clearest current example of a Korean skincare brand scaling its cruise presence. Harding+’s subsequent addition of Medicube, Biodance and Thank You Farmer shows that the category is expanding beyond one brand.

For travellers, this means cruise shopping is becoming increasingly international. Beauty products can now complement food, entertainment, wellness and destination experiences.

Passengers should check the specific retail facilities of their ship before sailing. Product ranges, participating vessels, opening hours and purchasing conditions can differ.

The wider trend is nevertheless clear: European cruise ships are becoming an increasingly important meeting point between global tourism and the fast-growing K-beauty retail culture.

Conclusion

K-Beauty is rapidly becoming an exciting part of the European cruise experience, with ANUA leading a major expansion from 14 to 27 vessels in 2026. The partnership with Harding+ gives travellers more opportunities to discover Korean skincare while sailing between Europe’s most popular destinations. As cruise tourism continues to attract millions of passengers, onboard beauty shopping is evolving into a meaningful part of the journey. For travellers, this trend offers convenience, discovery and access to international skincare brands without leaving the ship. ANUA’s expansion could also encourage more K-Beauty brands to enter cruise retail, making future European voyages even more attractive for beauty-conscious travellers.