ANUA
ANUA: Skincare Rooted in Balance and Calm
In a beauty industry filled with fast-changing trends and complicated routines, ANUA brings a breath of calm. Known for its minimalist philosophy and nature-based ingredients, ANUA has become one of Korea’s most loved skincare brands for those seeking balance, purity, and genuine skin health.
The Story Behind ANUA
Founded in Korea, ANUA was created with the belief that good skin begins with balance — both inside and out. The brand focuses on restoring the skin’s natural harmony through clean formulations that are gentle, effective, and free from unnecessary additives.
The name “ANUA” is inspired by the concept of returning to one’s natural state, emphasizing skincare that works in sync with the body’s rhythms rather than against them.
From the beginning, ANUA has stood for simplicity: carefully chosen ingredients, transparent labels, and soothing skincare that helps skin heal and strengthen itself.
Brand Philosophy
ANUA’s philosophy revolves around simplicity, honesty, and balance.
- Simple Formulas – Fewer ingredients, better results. Each product is designed to deliver exactly what the skin needs, without filler or fragrance overload.
- Clean Ingredients – ANUA uses naturally derived, EWG Green Grade ingredients that are safe for even the most sensitive skin.
- Emotional Skincare – The brand believes that skincare is more than a routine — it’s a way to care for both the skin and mind.
Through this thoughtful approach, ANUA has redefined what “clean beauty” means in Korean skincare: gentle, honest, and effective.
Signature Ingredient: Heartleaf (Houttuynia Cordata)
ANUA’s signature and most beloved ingredient is Heartleaf Extract, known in Korean as Eoseongcho (어성초).
Heartleaf is a powerful plant used in traditional Korean herbal medicine for centuries. It is rich in antioxidants and anti-inflammatory compounds that:
- Calm redness and irritation
- Control excess oil
- Purify and detoxify the skin
- Strengthen the skin’s barrier
ANUA sources its heartleaf from clean regions of Korea and extracts it through low-temperature methods to preserve its natural potency.
Bestselling Products
1. ANUA Heartleaf 77% Soothing Toner
This viral bestseller has become a K-beauty icon. Formulated with 77% Heartleaf Extract, it hydrates, soothes, and restores balance to irritated or acne-prone skin. Its lightweight, water-like texture absorbs instantly, leaving the skin calm and refreshed.
2. ANUA Heartleaf 80% Soothing Ampoule
A gentle yet powerful ampoule that deeply hydrates and reduces inflammation. It’s perfect for sensitive or reactive skin types that need soothing care without heaviness.
3. ANUA Heartleaf Pore Control Cleansing Oil
A lightweight oil cleanser that removes makeup and impurities while maintaining skin balance. Infused with heartleaf and mild plant-based oils, it leaves the skin clean but never stripped.
4. ANUA Heartleaf 70% Daily Relief Lotion
A calming moisturizer designed for daily use, providing lightweight hydration that doesn’t clog pores. It supports the skin barrier and prevents dryness-induced irritation.
5. ANUA Niacinamide 10% + TXA Serum
A brightening serum that combines niacinamide and tranexamic acid to fade dark spots and improve uneven tone — a perfect complement to the soothing heartleaf line.
Why People Love ANUA
- Soothing and non-irritating formulas ideal for sensitive and acne-prone skin
- Clean, minimal ingredients that let the skin breathe
- Balanced hydration without stickiness or heaviness
- Sustainable packaging with a simple, eco-friendly design
- Visible calming results within days of consistent use
ANUA’s products have become a global sensation, especially among younger consumers and skincare enthusiasts who prefer gentle, no-fuss routines that focus on skin health rather than perfection.
The Essence of Calm Skincare
ANUA captures the essence of what modern skincare is becoming — mindful beauty. It encourages people to slow down, listen to their skin, and choose formulas that restore rather than overwhelm.
The brand’s minimalist design, soft textures, and herbal freshness all contribute to a relaxing skincare experience — one that helps you reconnect with yourself while caring for your skin.