Anua is the South Korean skincare brand that has become a global favorite in Korean skincare in an impressively short time. With its gentle yet effective formulations, natural ingredients, and focus on a strong skin barrier, the brand has succeeded among both experts and users. The result is skincare that soothes, hydrates, and gives a radiant glow - without irritating even the most sensitive skin.
Philosophy and Background
Anua was founded in 2019 in Seoul by The Founders Inc. and has sold over 40 million products worldwide in a short time. With a philosophy focusing on simplicity, safety, and natural skincare, Anua aims to strengthen skin health from within. The brand wants to simplify skincare routines, reduce stress for the skin, and deliver visible results through ingredients that the skin recognizes and tolerates well.
- Gentle and effective formulations
- Free from parabens, mineral oils, and synthetic fragrances
- 100% vegan and cruelty-free products
- Dermatologically tested to minimize irritation
- Sustainable packaging, printed with soy-based ink on FSC-certified paper
The vision is clear: to create skincare for everyone - especially for sensitive, stressed, and unbalanced skin - and deliver visible results without compromising on safety.
What Makes Anua Unique?
1. The Signature Ingredient Heartleaf (Houttuynia Cordata)
Anua is known for its products with a high concentration of heartleaf, a plant with anti-inflammatory and antibacterial properties that soothes sensitive, red, and acne-prone skin. Many of their products, like the iconic Heartleaf 77% Toner, contain over 70% heartleaf extract.
Benefits of Heartleaf:
- Soothes irritation and redness
- Balances sebum production
- Strengthens the skin barrier
- Evens out skin tone
2. Natural Ingredients Combined with Modern Skincare Technology
Anua combines plant-based ingredients such as birch sap, centella asiatica, panthenol, and ceramides with scientifically proven active ingredients like niacinamide, tranexamic acid, and azelaic acid.
Why This Works:
- Naturally soothing → less irritation
- Modern active ingredients → visible results
3. Dermatologically Tested and Hypoallergenic Formulations
The products are specially designed to minimize irritation, with a non-comedogenic formula and only ingredients that are green-rated according to EWG. Ideal for those with sensitive or reactive skin.
4. Transparent Product Names
Anua always shows the percentage of the key ingredient directly on the packaging, such as 77%, 80%, or 10% + 4%. This creates a sense of safety and makes the products clear and user-friendly.
5. Globally Recognized Quality
Anua has won several awards at the Olive Young Awards - one of Korea's most prestigious beauty awards - and has also topped the sales charts.
Popular Products from Anua
Heartleaf 77% Soothing Toner
A global bestseller that effectively soothes, hydrates, and balances the skin with a full 77% heartleaf extract. Ideal for reducing redness, soothing sensitive skin, and combating acne.
Ingredients and Benefits:
- 77% heartleaf – reduces irritation
- Centella asiatica – heals and soothes
- Purslane and plant extracts – antioxidant protection
- pH ~5.5 – strengthens the skin barrier
Usage:
Apply 1–3 layers on cleansed skin by gently patting in the product. Discover for yourself why this toner has won Olive Young Awards and become a favorite worldwide.
Buy Heartleaf 77% Soothing Toner here.
Heartleaf Pore Control Cleansing Oil
This mild yet effective cleansing oil dissolves makeup and sunscreen without clogging pores. It is perfect for those with sensitive or combination skin.
Ingredients and Benefits:
- Heartleaf – reduces redness
- Natural oils – dissolves sebum and impurities
- Hypoallergenic formula – leaves skin soft
Usage:
Massage onto dry skin, then add water to emulsify and rinse off. Experience a gentle yet effective cleanse that truly delivers results.
Buy Heartleaf Pore Control Cleansing Oil here.
Heartleaf 80% Soothing Ampoule
A concentrated serum with 80% heartleaf that soothes flushed, irritated, and stressed skin. Light gel texture that absorbs quickly.
Ingredients and Benefits:
- 80% heartleaf – intensely soothing
- Panthenol – strengthens the skin barrier
- Hyaluronic acid – deeply hydrates
- Centella – reduces redness
Usage:
Apply 2–3 drops after your toner. An ideal solution for those who want to balance and soothe the skin deeply.
Buy Heartleaf 80% Soothing Ampoule here.
Niacinamide 10% + TXA 4% Serum
This radiance-boosting serum, enriched with niacinamide and tranexamic acid, works to even out your skin tone and reduce pigmentation. The serum is ideal for those with dull skin and uneven skin texture.
Ingredients and Benefits:
- 10% niacinamide – pore-reducing and barrier-strengthening
- 4% tranexamic acid – reduces dark spots
- Ceramides – strengthens the barrier
- Hyaluronic acid – hydrates
Usage:
Apply after toner and finish with sunscreen during the day. Ideal for those seeking a clearer, more even skin tone with a natural glow.
Buy Niacinamide 10% + TXA 4% Serum here.
3 Ceramide Panthenol Moisture Barrier Cream
A rich yet easily absorbed cream with ceramides and panthenol that repairs and strengthens the skin's barrier. Dermatologically tested and ideal for dry and sensitive skin.
Ingredients and Benefits:
- 3 types of ceramides – replenishes the moisture barrier
- Panthenol – soothing and barrier-strengthening
- Centella and green tea – anti-inflammatory
- EWG green ingredients – safe for sensitive skin
Usage:
Massage into the skin morning and evening, and complement with SPF during the day. An indispensable part of any skincare routine to strengthen, balance, and
deeply moisturize the skin.Skincare routine with Anua
1. Cleansing – double if needed
- Step 1 (evening): Heartleaf Pore Control Cleansing Oil
- Step 2: Heartleaf Succinic Moisture Cleansing Foam
Effects:
- Removes makeup and sebum
- Cleanses pores without drying
- Leaves skin balanced and calm
2. Toner – the foundation of all moisture
Heartleaf 77% Soothing Toner
- Soothes irritation
- Restores pH
- Prepares skin for serum
3. Serum / Ampoule – tailor to needs
- For sensitive skin: Heartleaf 80% Soothing Ampoule
- For radiance: Niacinamide 10% + TXA 4% Serum
- For redness: Azelaic acid-serum
- For elasticity: PDRN-hyaluron ampoule
Effects:
- Reduces inflammation
- Evens skin tone
- Strengthens skin barrier
4. Moisturizer – encapsulate all nutrients
3 Ceramide Panthenol Moisture Barrier Cream
- Deeply moisturizes
- Strengthens the barrier
- Also suitable for sensitive and acne-prone skin
Common questions about Anua
Is Anua vegan?
Yes, most of Anua's products are vegan and free from animal ingredients.
Is Anua cruelty-free?
Yes, Anua does not test on animals and is considered cruelty-free, although they still lack official certifications.
Is Anua suitable for sensitive skin?
Absolutely – the brand is developed with sensitive skin in focus. The products are hypoallergenic and dermatologically tested for low irritation.
Does Anua contain perfume or parabens?
No, Anua uses neither synthetic perfumes nor parabens. All scents are either from natural extracts or completely absent.
Are the products non-comedogenic?
Yes, several of our products, especially the heartleaf series, have undergone tests confirming they are non-comedogenic.
What is heartleaf and why is it effective?
Heartleaf is an anti-inflammatory plant that soothes redness, acne, irritation, and strengthens the skin barrier.
Can Anua help with acne and redness?
Yes, absolutely. Ingredients like heartleaf, centella, and mild acids like LHA and BHA are known to effectively reduce inflammation in acne and reduce redness.
Is Anua good for the skin barrier?
Yes, ingredients like ceramides, panthenol, and hyaluronic acid help build and strengthen the skin barrier over time.
Is Anua a sustainable brand?
Yes, the packaging is environmentally friendly. They are printed with soy ink on FSC-certified paper, and the formulations are inspired by clean beauty.
What routine is recommended with Anua?
Cleansing → Toner → Serum or ampoule → Moisturizer → Sunscreen.
Anua – Korean skincare for calm, balance, and visible result
Anua has quickly become one of the most beloved Korean skincare brands by combining the soothing power of nature with modern science. Thanks to pure, vegan, and gentle formulations that provide clear results, Anua is a safe choice for those who want to strengthen the skin barrier, reduce sensitivity, and achieve a radiant glow - every day.
Explore our range from Anua and give your skin the gentle yet effective care it deserves. Your journey to radiant skin starts here.
