In this edition of our Brand Deep Dive, we want to talk about a brand we have been obsessed with since we first tried their products. Let’s talk about ANUA.
ANUA is a Korean skincare brand founded in 2019 by the global incubator The Founders. On their website, the brand explains that their philosophy begins with a single, simple idea:
“Anua constantly asks and answers questions to find the most effective and gentle way to solve skin concerns.”
According to ANUA, good questions lead to good answers, and those answers inspire even better questions. This cycle of curiosity and refinement is at the core of their mission: to create gentle, effective solutions for healthy, radiant skin. In order to deliver products that truly address customers’ concerns, they follow a clear set of principles.
Main Ingredients
ANUA focuses on natural, skin-friendly ingredients, with hero ingredients centered around:
- Eoseongcho (Heartleaf) – Derived from the Mugwort family, it helps soothe irritation and calm tired, stressed skin.
- Peach – Hydrates while promoting elasticity and clarity.
- Birch – Moisturizes, soothes, and improves skin texture.
- Rice – Rich in nutrients and moisture, it helps keep skin clear, soft, and nourished.
Effective Active Ingredients
To enhance their formulas, ANUA incorporates high-performance actives designed to target specific concerns:
- PDRN – Derived from salmon DNA, it boosts skin vitality and supports a healthy skin barrier.
- Niacinamide – Brightens the complexion and fades blemishes.
- Retinol – Promotes cell turnover, smooths texture, and improves pore elasticity.
- Vitamins – Help energize the skin, supporting clarity and overall health.
- Hyaluronic Acid – Deep, long-lasting hydration.
- Ceramides – Prevent moisture loss and strengthen the skin barrier.
Star Products
PDRN Hyaluronic Serum
A hydrating emerald-toned serum formulated with PDRN, Hyaluronic Acid, and Collagen. It supports moisture retention, smoothness, and natural radiance—ideal for year-round use and layering.
PDRN Hyaluronic Moisturizing Cream
This cream features low-molecular PDRN for better absorption, helping revitalize the skin from within while restoring a healthy, luminous glow.
Niacinamide 10% TXA 4% Serum
A brightening serum containing 10% Niacinamide and 4% TXA, designed to even skin tone and boost overall radiance.
Heartleaf Cleansing Oil
A lightweight cleansing oil that removes makeup, sebum, and impurities, making it an essential first step for double cleansing.
Heartleaf 77 Toner
A soothing toner formulated with Heartleaf Extract to calm irritation, hydrate, and support a more balanced complexion.
Why ANUA Stands Out
ANUA is a go-to brand if you’re looking for clean, effective, and gentle Korean skincare, especially if your skin is sensitive, reactive, or prone to redness. The brand’s high concentration of Heartleaf truly sets it apart, offering powerful calming benefits without overwhelming the skin.
If you value ingredient transparency, minimalist formulations, and products truly designed to care for stressed or sensitive skin, ANUA is a brand worth exploring closely.
