Anua has quickly become one of the most talked-about names in Korean skincare (K-beauty) – and for good reason. The brand made a splash in its home country of South Korea, where their bestseller, Heartleaf 77% Soothing Toner, was named the country's #1 toner at some of the largest beauty chains. Through viral spread on social media and praise from skincare enthusiasts worldwide, Anua has established itself as a global favorite in K-beauty.
But what makes Anua so popular? The answer lies in their unique combination of gentle yet effective skincare, created with natural ingredients and innovative formulations. Anua's philosophy focuses on skin health, resulting in products that strengthen the skin barrier, add radiance and glow, and are gentle enough for sensitive skin.
In short: Anua represents South Korean beauty at its best – gentle, results-oriented, and inspiring.
Philosophy & Background
Anua was founded in 2019 in South Korea and has, despite its short history, already made a strong impact in K-beauty. The brand's philosophy is based on the belief that skin health is closely connected to both body and soul – healthy skin requires not only effective products but also a balanced lifestyle and a calm mind. This holistic perspective permeates the entire Anua brand and vision.
Anua bases its products on scientifically proven principles with a clear goal: to effectively solve common skin problems through “gentle yet effective” formulations. Their philosophy is based on carefully selected pure and organic ingredients, maximizing effect while minimizing the risk of irritation. There are no aggressive chemicals or unnecessary additives here – instead, the focus is on gentle ingredients that suit all skin types, including sensitive skin. Anua is uncompromising when it comes to protecting and caring for the skin; therefore, many of their products are free from perfume, alcohol, and other known irritants.
One of Anua's core principles is transparency and simplicity. By listening closely to customers' needs, they develop products that truly address actual skin problems. Even the product names reflect this philosophy – numbers like 77% or 80% indicate the percentage of the main ingredient in the formula. This honesty is appreciated by conscious consumers who want full insight into what they are applying to their skin.
Sustainability and ethics are at the heart of Anua's philosophy. Every product is made in Korea with consideration for the environment – from carefully selected natural raw materials to minimalist, recyclable packaging. Anua is cruelty-free, and many of the products are vegan, reflecting the brand's values of responsibility for people, animals, and nature. By investing in sustainable technologies, Anua takes its responsibility to protect the environment, for clean beauty requires a clean planet. With a genuine commitment to quality, gentleness, sustainability, and customers' well-being, Anua has built a strong foundation. This explains why the brand has become a favorite in Korean skincare.
What makes Anua unique?
There is a plethora of skincare brands on the market, but Anua manages in several ways to stand out from the crowd. Here are some of the aspects that make Anua a prominent player in K-beauty.
Natural star ingredients in high concentration
Anua is well-known for its unique use of heartleaf extract (Houttuynia Cordata), an herb with powerful soothing and antioxidant properties. Unlike many other brands, the products are not diluted but instead contain high concentrations of active ingredients – such as 77% heartleaf extract in their toner. This focus on high concentration of key ingredients is clearly reflected in the product names, creating both transparency and trust. Here you know exactly what you are getting – and what you get are noticeable results.
Mild yet effective – even for sensitive skin
The mantra “gentle yet effective” permeates everything Anua does. Their formulations are hypoallergenic and carefully tested to be gentle on the skin without compromising results. Anua avoids known irritants, and many of the products are EWG-certified and dermatologically tested for sensitive skin. Despite their mild approach, they deliver noticeable improvements thanks to a thoughtful combination of active and natural ingredients. This balanced philosophy – skincare that is gentle on the skin but effective against skin problems – sets Anua apart from stronger and more aggressive brands.
Science meets tradition
Anua combines the best of two worlds – traditional Korean herbal medicine and modern skincare technology. Besides heartleaf, their products contain well-known K-beauty ingredients such as centella asiatica, green tea, ceramides, rice extract, and niacinamide. These natural elements interact with clinically proven active substances such as tranexamic acid (TXA), azelaic acid, and hyaluronic acid to create powerful and effective skincare products. Anua is also pioneering in innovation, with continuous research to develop optimized formulations and new technology that enhances both product performance and its sustainability profile.
Holistic thinking and customer focus
Anua focuses on the whole – skin, body, and soul – which permeates their entire brand. They promote a healthy lifestyle that goes hand in hand with their skincare philosophy. Customers play a central role in product development, where user feedback and interviews are actively used to develop new products. This close collaboration with customers ensures that the products meet real needs, which in turn creates a loyal and engaged customer base.
Sustainable and ethical profile
In a time where vegan skincare and sustainability are in focus, Anua leads the way. The brand takes responsibility by using ingredients of natural origin and ensuring that production has minimal impact on the environment. The packaging is stylish and functional to minimize resource waste. All products are manufactured in Korea under ethical working conditions. Anua's dedication to cruelty-free and sustainable beauty is appreciated by conscious consumers and strengthens their unique position in the market.
In summary, Anua offers something unique: skincare products that combine transparency, honesty, and care – from carefully selected ingredients to impressive results. It is skincare which delivers the sought-after glow and the balanced skin that Korean skincare is known for, while being gentle both on your skin and on the planet.
Popular products from Anua
Anua offers a comprehensive range, but certain products have become true favorites among both experts and users. Here is a list of five of their most popular products, based on top lists and customer reviews. We go through their purpose, usage, target audience, and which skin types they suit best.
Heartleaf 77% Soothing Toner
Heartleaf 77% Soothing Toner is Anua's iconic facial toner – a hydrating toner enriched with 77% heartleaf extract. This formula, rich in the soothing Houttuynia Cordata extract, is known to cool, reduce redness, and protect sensitive skin against external irritations. With its pH-balancing and fragrance-free composition, it is perfect even for the most easily irritated skin, making it a gentle choice for daily use.
Apply the toner directly after cleansing by gently patting in a few drops with your hands or using a cotton pad. Its light, watery consistency is absorbed immediately and prepares the skin for subsequent serums and creams through intense hydration.
Heartleaf 77% Soothing Toner is designed for all skin types but is especially appreciated by individuals with sensitive or acne-prone skin that need mild balancing. The toner helps keep pores clean, balance oil production, and strengthen the skin's barrier for a calmer and more resilient complexion.
It is no surprise that this toner has won prestigious K-beauty awards and is described as a "game-changer" by many. It is an excellent example of Korean skincare that combines natural ingredients and a gentle touch for powerful results.
Heartleaf 80% Soothing Ampoule
Heartleaf 80% Soothing Ampoule is perfect for those who need intensive soothing care and deep hydration. With as much as 80% heartleaf extract in the formula, this ampoule delivers a powerful dose of anti-inflammatory antioxidants that work directly on the skin. The serum is designed to quickly reduce irritation and redness while strengthening the skin barrier – ideal for stressed, reactive, or sensitive skin that requires extra care.
Apply a few drops after toner, morning and/or evening, and gently pat over the face. The light, water-based consistency absorbs quickly without feeling sticky. Heartleaf 80% Soothing Ampoule is especially appreciated by individuals with sensitive or combination skin who want to treat blemishes and redness with a mild yet effective serum.
The formula also contains moisture-binding ingredients like panthenol and hyaluronic acid, providing deep hydration for dry skin while feeling light and balanced on oilier skin types. With regular use, this results in a calmed and harmonious skin – less redness, improved balance, and long-lasting hydration.
Heartleaf 80% Soothing Ampoule is a brilliant example of how Anua uses natural ingredients in high concentration to maximize the effect and minimize the risk of irritation.
Heartleaf Pore Control Cleansing Oil
Cleansing is the foundation of every skincare routine, and Heartleaf Pore Control Cleansing Oil is both gentle and effective in its work. This mild cleansing oil easily removes makeup, sunscreen, and impurities without drying out the skin. The formula is enriched with heartleaf extract, which soothes the skin during cleansing, as well as oils that effectively dissolve sebum and dirt from the pores.
The name "Pore Control" reflects its ability to minimize visible pores – by keeping the pores clean and providing anti-inflammatory agents from heartleaf, it can prevent both blackheads and breakouts.
Use 1–2 pumps on dry skin as the first step in your evening routine (or in the morning if you used SPF or night cream overnight). Massage the oil until makeup and dirt dissolve, then add a little water so that the oil emulsifies to a milky consistency, and rinse off. The result? Clean, soft, and soothed skin – without leaving a greasy film.
This cleansing oil is suitable for all skin types. Even oily and acne-prone skin benefits from an oil cleansing like this, as it gently dissolves excess oil. At the same time, it is so hypoallergenic and mild that even dry and sensitive skin appreciates it, thanks to its fragrance-free formula and soothing ingredients.
Heartleaf Pore Control Cleansing Oil is a bestseller that is often praised on top lists of K-beauty-cleansers – a testament to its perfect balance between effectiveness and gentleness.
Niacinamide 10% + TXA 4% Serum
This serum, also known as Dark Spot Correcting Serum, is Anua's secret weapon against dull, uneven skin and stubborn pigment spots. The formula is lightweight and quickly absorbing, enriched with 10% niacinamide (vitamin B3) and 4% tranexamic acid (TXA) – a powerful combination that effectively reduces dark spots and hyperpigmentation. Additionally, the formula is enhanced with 2% arbutin, which further inhibits melanin production for a more even skin tone.
Niacinamide + TXA serum is designed to give the skin a new level of clarity and radiance. It works on fading pigment spots, sun damage, and acne scars while niacinamide minimizes pores and regulates sebum production – perfect for those with combination or oily skin. For extra care, the serum contains ceramides and hyaluronic acid, which strengthen the skin barrier and deeply hydrate. The product is both fragrance-free and cruelty-free, making it particularly gentle and suitable for sensitive skin.
Usage is simple: apply a few drops after toner, both morning and evening. TXA and niacinamide are photostable, but don't forget to use SPF during the day. The serum's naturally pink hue comes from vitamin B12, creating a luxurious feeling without artificial colorants.
The serum is suitable for all skin types seeking a clearer and more radiant complexion. It is especially beneficial for mature skin with sun damage or for those struggling with post-inflammatory marks after acne. Thanks to its gentle yet effective composition, it can be used daily without risk of irritation. Many users report visibly more even skin tone and improved radiance after just a few weeks of use, making this serum a star product in Anua's range. For those who dr aspire to the South Korean “glass skin” look, this is a must-have investment!
5-Zero Mild Sun Cream SPF50+ PA++++
Sunscreen is a cornerstone in Korean skincare, and Anua's 5-Zero Mild Sun Cream has quickly become a favorite for daily use. The name “5-Zero” refers to the formula excluding five common irritating ingredients – it is free from fragrance, colorants, alcohol, and other potentially sensitive additives that can disturb the skin. Despite its mildness, it offers broad UV protection with SPF 50+ and PA++++, thanks to physical filters (non-nano zinc oxide and titanium oxide) that create a reliable barrier against both UVA and UVB rays.
The cream has a light, creamy consistency that is quickly absorbed without leaving either a white residue or a sticky feeling – a feature that has made it loved by many. Its moisturizing formula is also enriched with soothing ingredients like centella asiatica and heartleaf extract to care for the skin throughout the day. Apply it as the last step in your morning routine, generously over the face and neck, at least 20 minutes before sun exposure.
Hypoallergenic, non-comedogenic, and vegan – this sunscreen is excellent for all skin types, from dry to oily, young to mature. Particularly for sensitive skin or skin prone to redness, it is a true savior, as it is so mild that it does not cause irritation, stinging, or acne. At the same time, its content of green tea and vitamin E provides powerful antioxidant protection.
In summary, 5-Zero Mild Sun Cream is a perfect example of Anua's philosophy of “mild but effective skincare”. Here you get maximum sun protection, a natural glow finish, and a comfortable user experience – all without compromising the purity or quality of the ingredients.
Skin Types and Conditions – what is Anua suitable for?
One of Anua's greatest strengths is their versatile products, carefully adapted for different skin types and conditions. In this review, we take a closer look at some common skin types and conditions, how Anua's products can contribute to improvement, and why – focusing on the specific properties and functions of the ingredients.
Sensitive skin with redness
Anua is perfect for those with sensitive skin! Almost all products are designed to minimize irritation – they are fragrance-free, mild, and full of soothing ingredients. Heartleaf extract is particularly valuable for sensitive and reactive skin, thanks to its anti-inflammatory properties that reduce redness, cool, and protect against external stresses. Heartleaf Toner and ampoule are ideal for daily use and strengthen the skin over time.
For acute situations with redness or flushed skin, you can also try Azelaic Acid 10% + Hyaluron Serum from Anua. Azelaic acid is well-known for calming rosacea-like symptoms and evening out the skin tone. Additionally, this serum contains panthenol and aloe vera, which further soothe sensitivity and moisturize the skin.
Sensitive skin types particularly benefit from Anua's focus on strengthening the skin barrier. Ingredients like ceramides and beta-glucan help to hydrate, repair, and build up the skin's protection, making it less reactive and more resilient over time.
Dry skin and weak skin barrier
If you have dry and moisture-lacking skin that often feels tight or flakes, Anua offers several invaluable products to restore balance. Heartleaf 80% Ampoule and 77 Toner deliver intense moisture through the layer-on-layer method, where the toner can be applied in several layers according to the popular “7-skin method” for maximum hydration.
To further strengthen the skin's protective barrier, Anua offers products specifically targeting barrier support. 7% Rice Ceramide Hydrating Serum is a moisturizing favorite with rice extract and ceramides that both provide and lock in moisture, while also strengthening the skin's natural protection. Niacinamide + TXA Serum is another star product with ceramide NP, which helps to bind moisture and protect a weakened skin barrier. Additionally, the serum contains hyaluronic acid and glycerin to attract and retain moisture in the skin.
To encapsulate all moisture and enhance the skincare routine, a barrier-strengthening cream is recommended. Anua's Heartleaf 70% Intense Calming Cream is an excellent option – a vegan moisturizer with heartleaf, panthenol, and squalane. It is designed to strengthen the skin's defense and prevent dehydration during the day.
In summary: Anua's products are a dr solution for dry skin. They combine moisturizing essences and serums with powerful barrier-strengthening ingredients like ceramides and squalane. Use them in three simple steps – toner → serum → cream – to give your skin suppleness, radiance, and long-lasting hydration.
Oily skin and large pores
Anua not only offers mild products for dry skin but also effective solutions for oily skin prone to shine and clogged pores. One of the key ingredients is niacinamide, which helps to regulate sebum production and minimize the appearance of pores. Anua's Niacinamide 10% + TXA 4% serum is an excellent choice for oily skin, as it both reduces shine through sebum control and diminishes visible blackheads over time.
For extra balance, Anua's Azelaic 10% Serum also contains zinc-PCA, which together with niacinamide effectively combats shininess and balances oily skin. When it comes to pores, a good cleansing routine is crucial. Start with Heartleaf Pore Control Cleansing Oil, followed by a gentle foaming cleanser like Heartleaf Quercetinol Pore Deep Cleansing Foam. These cleansers, enriched with heartleaf extract, are both antibacterial and anti-inflammatory, helping to keep pores clean and prevent acne breakouts without drying out the skin.
For hydration, a light gel or serum is often sufficient. Anua's Heartleaf Toner is an excellent option that hydrates without feeling heavy and contains betaine, which improves skin texture and keeps it clear and healthy. Finish the routine with 5-Zero Mild Sun Cream, a lightweight sunscreen with a matte, non-greasy finish. It melts into the skin without leaving white residues and instead provides a controlled, healthy glow.
In summary, Anua's products are particularly beneficial for oily skin thanks to their focus on pores and sebum regulation. They effectively balance the skin without irritating or over-exfoliating, making them a reliable solution for clearer and more balanced skin.
Acne-prone skin and problem skin
If you struggle with acne, pimples, or so-called "maskne" (breakouts caused by masks or physical exertion), Anua can be a gentle companion on the journey to calmer skin. With heartleaf extract's antibacterial and anti-inflammatory properties, the products can help reduce breakouts and prevent new ones. Particularly the toner and ampoule have been praised by users with acne as they effectively reduce redness around blemishes and accelerate healing of active breakouts.
Anua's products are also loaded with other acne-friendly ingredients. The toner's allantoin soothes irritation and stimulates cell renewal for faster healing, while beta-glucan and panthenol (found in several serums and creams) help the skin recover without leaving scars. For active acne, Azelaic Acid 10% Redness Soothing Serum can be used as a treatment part of the routine. Azelaic acid is a proven ingredient against mild acne due to its ability to gently exfoliate, fight bacteria, and reduce inflammation. Anua's version combines azelaic acid with three types of hyaluronic acid to avoid drying out and has been clinically shown to soothe redness quickly. The serum also contains centella asiatica and madecassoside (a cica complex) that repairs and strengthens damaged skin.
For a complete routine, Anua's cleansing oil is perfect. It removes excess sebum and makeup without disrupting the skin's balance. All products are non-comedogenic and light in consistency, meaning they do not risk clogging the pores. The result? Clean, calm, and balanced skin that can regain its natural clarity.
Don't forget that acne-prone skin needs both moisture and protection. A light moisturizer along with 5-Zero Mild Sun Cream – a hypoallergenic sunscreen with zinc, which is also beneficial against acne – completes the routine and protects the skin from scarring. With the right care, your skin can get the recovery it deserves.
Uneven skin tone, pigmentation spots, or dull skin
For those who want to work on brightening – that is, more radiance and a more even skin tone – Anua is an excellent choice. A given addition to your routine is the Niacinamide 10% + TXA serum, specifically designed to combat hyperpigmentation and give the skin a clearer tone. Niacinamide contributes to a more even skin tone by counteracting pigment transfer to skin cells, while tranexamic acid reduces inflammatory processes that cause pigmentation spots, such as after sun damage or acne. Arbutin complements this trio by blocking melanin production, further enhancing the brightening effect. Together, these ingredients work to reduce dark spots and give the face a natural glow. With regular use, morning and evening, you can notice after just a few weeks that the skin looks both clearer and healthier – but don't forget sun protection during the day!
For extra radiance, you can add Anua's Peach 70% Niacin Toner/Essence to your routine. This toner, enriched with peach extract and niacinamide, hydrates while giving tired, dull skin a much-needed boost. Another step to consider is exfoliation, which helps to bring out the skin's natural radiance. Anua's Heartleaf 77% Clear Pads contain PHA (polyhydroxy acid), a mild exfoliating acid that gently removes dead skin cells without irritating. Thanks to PHA's larger molecules, it is especially suitable for sensitive skin that does not tolerate AHA or BHA. Use these pads once a week to optimize the effect of your brightening products.
In summary: Anua's products, rich in natural ingredients and vitamins, are your best friends when it comes to revitalizing uneven and dull skin. They help you gently reduce sun spots and dull skin tone while giving you the coveted K-beauty-glow.
(Note: Regardless of your skin type, it is always wise to introduce new products gradually and to do a patch test, especially if you have very sensitive skin or easily get allergic reactions. Anua's products are carefully formulated to suit most skin types, but it's important to remember that every skin is unique.)
Create a routine with Anua – step-by-step
What can a perfect skincare routine with Anua's products look like? Here is a suggestion for a step-by-step routine, full of tips for the best results and radiant glow.
Step 1 – Cleansing (evening: double cleansing)
Start your evening routine with Heartleaf Pore Control Cleansing Oil as your oil-based cleanser. Gently massage the product onto dry skin to effectively dissolve makeup, sunscreen, and excess sebum. Add a little water to emulsify the oil and then rinse thoroughly. Follow up with a water-based cleanser, for example Heartleaf Pore Deep Cleansing Foam, to remove any residues and leave the skin completely clean.
In the morning, usually, just the foam cleansing (or rinsing the face with water if the skin is dry) is enough to avoid over-cleansing. The double cleansing in the evening ensures thoroughly clean yet calm skin. The heartleaf extract in the products ensures that the skin doesn't feel stripped or tight afterward. The result? Clean pores and fresh skin that allows your subsequent skincare products to absorb better.
Step 2 – Toner
Apply Heartleaf 77% Soothing Toner immediately after cleansing on a freshly washed face. Pour a few drops into your palm and gently pat the toner over the face and neck. It instantly hydrates the skin and helps balance the pH level after cleansing.
For extra dry skin or if you want to achieve a fuller "plump" effect, you can try applying several thin layers. Let each layer absorb before applying the next – a method inspired by the popular 7-skin technique in K-beauty. The toner quickly soothes redness, for instance after exfoliation or if you have squeezed a pimple, thanks to the anti-inflammatory properties of heartleaf.
Additionally, it acts as a preparatory step that enhances the absorption of subsequent serums and creams.
Tip: Want to quickly soothe irritated skin? Dr soak thin cotton pads in the toner and apply as a mask on sensitive areas for a few minutes. It cools nicely and effectively reduces redness.
Step 3 – Serum/Treatment
Now it's time to apply serum, and the choice of product depends entirely on what your skin needs. In the morning, Niacinamide 10% + TXA 4% Serum is an excellent option. It gives radiance, counteracts pigmentation spots, and helps control shine throughout the day. Apply 2–3 drops over the entire face and gently pat in. The serum absorbs quickly without disturbing makeup and keeps sebum production in check so you avoid excessively shiny areas.
In the evening, you can instead focus on recovery and calm. Heartleaf 80% Soothing Ampoule is perfect for repairing the skin after the day's stresses. Apply 2–3 drops and gently massage into the skin. You will immediately notice a more hydrated and soothed feeling.
Do you have specific problem areas? Spot treat easily! In case of breakouts, you can dab a little Azelaic 10% Redness Soothing Serum directly on the pimple or the red area. Azelaic acid acts antibacterially and helps reduce swelling overnight. If the skin around the eyes feels dry or tired, you can use a small amount of eye cream, such as Heartleaf Eye Cream with peptides from Anua. Alternatively, it's perfectly fine to gently pat in your regular serum under the eyes, as Anua's products are very mild.
For those with multiple skin needs, layering serums works excellently. Start, for example, with The Niacinamide serum, let it absorb, and then apply the Heartleaf ampoule on top for extra moisture. Experiment and learn what your skin benefits from the most – it will thank you!
Step 4 – Moisturizer
Once the serum has absorbed (wait one to two minutes), it's time to lock in all the moisture with a face cream. Heartleaf 70% Intense Calming Cream and Rice 70 Intensive Moisturizing Cream from Anua are two excellent options, depending on your needs and preferences.
The Heartleaf cream is richer in texture and perfect for sensitive or red skin, especially at night. It contains panthenol and madecassoside, which soothe the skin overnight, as well as squalane which softens and moisturizes.
The Rice cream, on the other hand, is lighter and suitable for daytime or for those with combination skin. With rice extract, ceramides, and glycerin, it fills the skin with moisture, strengthens the skin barrier, and nourishes without feeling greasy.
Take an appropriate amount of cream and massage it over the face and neck. Feel free to give yourself a facial massage with upward and outward movements to stimulate circulation and help the cream absorb better.
After this step, your skin is moisturized, soothed, and ready to face the day or recover overnight.
Step 5 – Sunscreen (daytime)
In the morning, finish the routine with sunscreen: 5-Zero Mild Sun Cream SPF50+ PA++++. Apply a generous amount – about two finger lengths – to get the full protection the product offers. Massage the cream thoroughly until it is completely absorbed. You will quickly notice that it does not leave a white cast but melts into the skin thanks to its modern, easily absorbed formula. The result? Moisturized skin with a subtle ”dewy” finish, without feeling oily.
This sunscreen is a daily necessity, especially if you use the Niacinamide/TXA serum, as it both protects against new pigment spots and preserves the glowing skin you have worked on. 5-Zero is also so mild that you can safely apply it around the eyes without stinging. It works excellently with makeup and can even be used as a primer under foundation – many users testify that it does not cause makeup to roll off.
Don’t forget to reapply during the day if you are out in the sun for extended periods to maintain protection. 5-Zero Mild Sun Cream is the sunscreen that combines effectiveness, comfort, and skin-friendliness.
Extra steps and tips: For an extra boost, you can add a gentle exfoliation or mask to your routine once or twice a week. Try Anua's Heartleaf 77% Clear Pads with PHA after cleansing (before toner) in the evening. Swipe a pad over the face, avoiding the eye area, and let the acids work for a minute before continuing with toner. These pads gently remove dead skin cells and prepare the skin to better receive moisture.
When your skin feels extra tired, you can also treat yourself to Anua's Heartleaf Sheet Masks. These are drdrenched in a nutrient-rich essence and perfect to use after serum for a luxurious spa feeling at home.
Finally, follow Anua's holistic philosophy: stress less, sleep well, and eat balanced. The products do a lot for your skin, but a relaxed lifestyle provides an additional much-needed boost. With the right balance between products and lifestyle, you can get the most out of your Anua routine – and enjoy healthy, radiant skin with the coveted K-beauty glow!
FAQ – Common questions about Anua
Here we answer the most common questions about Anua and their products.
Are Anua's products really good for sensitive skin?
Yes – Anua markets itself as gentle skincare for all skin types, with a particular focus on sensitive skin. Their products are free from harsh chemicals, parabens, mineral oils, and artificial fragrances that often cause irritation. Instead, they are enriched with naturally soothing ingredients like heartleaf, centella asiatica, and chamomile.
Take for example Heartleaf 77% Toner, a toner specifically designed to soothe and hydrate sensitive skin. It contains a full 77% heartleaf extract and has EWG Green certification for its clean and safe formula. Also, 5-Zero Mild Sun Cream is developed for sensitive skin and excludes five common irritants. It uses a physical sunscreen filter (zinc oxide), which is gentle and well tolerated.
As always with sensitive skin, it is important to introduce new products gradually and do a patch test. However, Anua has a strong reputation among people with rosacea, eczema, and reactive skin, thanks to its extra gentle formulations.
Is Anua cruelty-free and vegan?
Yes, Anua is a cruelty-free brand, which means they do not test their products on animals. Many of their products are also vegan, as they primarily use plant-based ingredients. For example, Heartleaf 77% Toner is completely vegan and registered as such on certain platforms, as are their cleansing oil and sunscreen. However, there may be occasional products that contain ingredients of animal origin, such as beeswax. Although we have not yet encountered any specific Anua product with such content, it is always a good idea to double-check the ingredient list (INCI) if you are strictly vegan.
Anua is generally marketed as a brand for vegan skincare and places great emphasis on natural and ethical ingredients. They also have a strong sustainability profile – for example, their 5-Zero Sun Cream is free from coral-damaging sunscreen filters and their packaging is recyclable. Therefore, animal lovers and environmentally conscious consumers can feel safe choosing Anua.
What is “heartleaf” and why is it used in so many products?
Heartleaf, which comes from the plant Houttuynia Cordata, is an herb often called "heartleaf" in Swedish, named after its heart-shaped leaves. It has long been used in traditional Asian herbal medicine for its healing properties and has also become popular in skincare thanks to its anti-inflammatory, antibacterial, and antioxidant-rich properties. These properties make it perfect for soothing red and irritated skin, combating acne with its antibacterial effects, and protecting the skin against external stressors like UV rays and pollution.
Heartleaf also helps regulate sebum production and can even reduce the visibility of pores by reducing inflammation. Anua has made heartleaf its signature ingredient and uses high concentrations (up to 77% or 80%) in many of their products. The ingredient is particularly effective for sensitive and acne-prone skin, but also benefits most skin types by hydrating and providing essential vitamins and minerals.
In summary, heartleaf is a natural multitasker that helps the skin restore balance, which is why it is the foundation in many of Anua's products.
How and when should I use Niacinamide 10% + TXA 4% Serum?
This serum is incredibly versatile and perfect for both morning and evening routines. Apply it after your toner and before your moisturizer. On cleansed skin, use 2–3 drops and spread them over the face and neck with gentle, patting motions. In the morning, it's important to follow up with sunscreen – especially when using active serums, to protect and preserve the results.
The serum has a light, water-based formula that easily blends under both your day cream and makeup without problems. Thanks to its mild composition, free from irritating acids, most people can use it twice daily. However, if you have very sensitive skin, it might be wise to start with one application per day, to let the skin get used to it. Niacinamide in higher concentrations can, in rare cases, cause redness on sensitive skin, but most experience only positive effects. In fact, the Niacinamide + TXA serum often soothes redness while reducing pigmentation spots and minimizing large pores.
Unlike an exfoliating acid, which requires caution, this serum works more like a nourishing vitamin and treatment boost that can easily be integrated into most skincare routines. To maintain the serum's effectiveness, make sure to screw the bottle tightly and store it cool and protected from direct sunlight. This way, the active ingredients remain stable and effective longer.
Can I combine Anua's products with other brands in my routine?
Absolutely! Anua's products generally work very well with other brands thanks to their mild and well-balanced formulations. For example, you can easily integrate the Anua toner into any skincare routine – it adds moisture and calm without disturbing other active ingredients. The same goes for the Heartleaf ampoule, which provides extra soothing effects even if the rest of your routine consists of products from other brands.
The Niacinamide + TXA serum is also excellent to combine with acid products or retinol from other brands. Niacinamide also helps reduce any irritation from stronger ingredients and improves the skin's tolerance. A good tip is to use Anua's products as "supportive" elements – for example, if you use a powerful retinol from another brand in the evening, you can complement with the Anua toner and ampoule before or after to soothe and hydrate the skin, making the retinol gentler.
There are no known conflicts between Anua's ingredients and other brands, as long as you follow common recommendations (e.g., being cautious if you combine multiple strong acids, even though Anua's products themselves are mild). In short, Anua is a fantastic complement to any skincare routine, thanks to their natural and gentle properties.
Many choose, however, to use a complete Anua routine to maximize the synergy effect – the products are designed to work together and provide the best possible results (e.g., enhanced effects of Heartleaf in multiple steps). In the end, it's about what suits you and your skin's needs best.
What do the numbers in Anua's product names mean (e.g., 77%, 80%)?
The numbers in the product names show exactly what percentage of a key ingredient the formula contains, which is a common practice in K-beauty to clearly communicate the concentration of the main ingredients. Anua follows this principle of transparency and honesty.
An example is Heartleaf 77% Soothing Toner, which contains as much as 77% heartleaf extract instead of water. This shows how potent and focused the formula is on this particular ingredient and its benefits. Similarly, Heartleaf 80% Soothing Ampoule consists of 80% heartleaf extract, which means the product truly utilizes the full potential of the herb – in contrast to products that only contain a symbolic amount for marketing effect.
Another example is Anua’s Niacinamide 10% + TXA 4% Serum, where the name clearly indicates that the formula contains 10% niacinamide and 4% tranexamic acid. These concentrations are not only effective but also give the consumer a clear picture of the product's capacity to treat dark spots.
This type of clear and informative naming makes it easier for you as a customer to make informed choices based on your skin's needs. It also shows that Anua has nothing to hide when it comes to the content of their products. Transparency and honesty are consistent in everything, even in how the products are named.
I have acne and sensitive skin at the same time – dare I try Anua?
Many with a combination of sensitive and acne-prone skin have seen fantastic results with Anua, making it well worth testing. The secret behind Anua's products is their unique ability to be both gentle and effective against acne. Ingredients such as heartleaf, centella, and allantoin soothe inflammation around pimples, while niacinamide, zinc, and azelaic acid combat the outbreaks themselves through antibacterial properties and sebum regulation.
As the products are free from alcohol and strong perfumes, they avoid drying out or unnecessarily stressing the skin – a common problem in acne treatments. In fact, Anua's toner won the award for “Best Global Trend Toner” at the Olive Young Awards, precisely because it combines effectiveness on problem skin with gentleness. It is a clear indication that the products work for many with acne.
Of course, every skin is unique. Therefore, it is wise to start with one or two products from Anua, such as the toner and serum, to see how your skin reacts. Chances are that after a few weeks you will notice less redness, a smoother skin texture, and fewer outbreaks.
If you are balancing between sensitivity and acne, Anua can be an excellent choice to help your skin find its balance.
How long does it take to see results with Anua?
Results can vary depending on the product and the condition of the skin, but many users report soothing and moisturizing effects almost immediately – sometimes even after just a few days. For example, the Heartleaf 77% Toner can quickly give a feeling of calmer skin and reduced redness, thanks to its ability to moisturize and soothe irritation directly.
For more long-term results, such as more even skin tone or fewer pimples, a little patience is required. It is reasonable to wait 2–4 weeks, which corresponds to a skin cycle, to see noticeable changes. The Niacinamide/TXA serum can give the skin a nice glow after just a couple of weeks, while pigment spots may need 4–8 weeks to fade significantly. The key is consistency – daily use according to your routine increases the chance for faster and better results.
One of the most appreciated features of Anua's products is their ability to provide “instant effect satisfaction” without causing irritation. The products are formulated to feel immediately pleasant on the skin, like adding plumping moisture and a cooling sensation, while working deeply for long-term improvement.
Customer reviews confirm this – according to Anua, 95% of users are satisfied. So while some results require patience, you can enjoy small improvements along the way. Regular use leads to healthier and more radiant skin!
Why should I choose Anua and how do I get started?
Anua is the obvious choice for those who want to combine Korean skincare with a greener and gentler philosophy – without compromising on results. Dr Do you dream of a strong skin barrier, more even skin tone, and the coveted healthy K-beauty-glow? Then Anua is the brand for you.
Thousands of satisfied users worldwide testify to how Anua has transformed their skin – whether it's about calming sensitive skin, adding more radiance, or keeping pores clean. With natural ingredients, scientifically developed formulas, and an inspiring philosophy, Anua offers everything you need to create your dr routine.
Follow in the footsteps of K-beauty enthusiasts and give your skin a vegan, gentle but effective makeover with Anua! Start with their iconic Heartleaf 77% Toner – or a complete kit – and experience the difference for yourself. Your skin deserves the very best from South Korean beauty.
Order Anua products today and let the journey to radiant, balanced skin begin!
