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About Anua
Anua is a Korean skincare brand launched in 2019 by the Seoul brand house The Founders, built on one clear idea: let a single, well-chosen botanical carry the formula instead of a long list of extras. That botanical is heartleaf, known botanically as Houttuynia cordata, a hardy plant with heart-shaped leaves that has featured in traditional East Asian herbal use for generations and is prized today for how it calms the look of redness and stressed skin. Anua's outlook, often described as skinimalism, favors short routines, honest formulas, and actives you can feel settling in. That soothing, plant-first thinking runs straight through its heartleaf-focused edit.
Rather than one sprawling line, the range is sorted by what your skin is actually asking for. At the center sit the heartleaf toners and toner pads, the pieces most people meet Anua through, followed by focused serums that take on redness, dark spots, and moisture one concern at a time. Around them are cleansers, from the Heartleaf Pore Control Cleansing Oil to the Quercetinol Pore Deep Cleansing Foam, plus richer finishers like the PDRN Hyaluronic Acid 100 Moisture Cream. Each step is made to layer cleanly under the next, so a full Anua routine feels light rather than piled on.
What Anua Is Known For
If one product made Anua a household name, it is the Heartleaf 77% Soothing Toner. Built around 77% heartleaf water, it has a thin, watery texture that sinks in with no stickiness, which is exactly why it took off across TikTok and became a perennial best-seller on Olive Young. People reach for it to prep and comfort skin that runs reactive, so it suits sensitive, red, or dry skin especially well, though its lightweight feel works for oilier types too.
Beyond soothing, Anua has built out a strong targeted-treatment side. The Niacinamide 10% + TXA 4% serum and the Azelaic Acid 10 Hyaluron Redness Soothing Serum address the look of uneven tone and lingering marks, with niacinamide doing much of the tone-evening work, while the PDRN cream and Rice 70 Glow Milky Toner lean into barrier comfort and a healthy-looking glow. None of it is meant to replace the basics, so pair your routine with a daily SPF each morning to help protect the results.
Explore related edits: PDRN Skincare, Facial Cleansers, and Dark Spots & Uneven Tone.
Frequently Asked Questions About Anua
Are Anua products authentic?
Yes, every Anua product at Vionine is 100% authentic, with fast US shipping.
What is Anua best known for?
Anua is best known for heartleaf, or Houttuynia cordata, and above all the Heartleaf 77% Soothing Toner: a watery, non-sticky toner that went viral online and became one of Korea's most awarded formulas for calming the look of redness.
How do I use the Heartleaf 77% Soothing Toner?
After cleansing, pat a few drops over damp skin with your hands or a cotton pad, morning and night, then follow with serum and moisturizer. Its lightweight texture layers well and can also be pressed on as a quick midday refresh.
What is the difference between the Heartleaf 77 Toner and the Rice 70 Glow Milky Toner?
The Heartleaf 77% Soothing Toner is a clear, watery formula focused on calming and prepping reactive skin, while the Rice 70 Glow Milky Toner is a creamier, rice-based option aimed at soft hydration and a healthy-looking glow. Many people choose based on whether they want soothing or luminosity that day.
Is Anua good for sensitive or acne-prone skin?
Many of Anua's heartleaf formulas are made with sensitive, redness-prone, and combination skin in mind. As with any new product, patch test first, and introduce stronger actives like azelaic acid or niacinamide one at a time so your skin can adjust.
What order should I apply my Anua products in?
Work from thinnest to thickest: cleanser, then the Heartleaf 77% Soothing Toner, then treatment serums such as niacinamide or azelaic acid, and finish with the PDRN Hyaluronic Acid 100 Moisture Cream. In the morning, add sunscreen as your last step.