ANUA: the K-beauty brand behind the Heartleaf 77% toner that’s going viral on TikTok
A few years ago, ANUA’s Heartleaf 77% Soothing Toner was unknown. Today, it is the best-selling Heartleaf toner on Amazon US and has amassed hundreds of millions of views on TikTok. This meteoric success perfectly illustrates the strength of contemporary K-beauty: simple formulas focused on a star ingredient, at an affordable price.
At Ma Petite Corée, we integrated ANUA very early into our catalog, convinced by the impeccable quality of the formulas and the brand’s clean and accessible philosophy. In this article, we break down the brand’s DNA in depth. History, philosophy, key ingredients, flagship products: everything you need to know to understand why ANUA deserves a place in your routine.
ANUA: the meteoric rise of a minimalist K-beauty brand
ANUA is a Korean brand founded in 2018 in Seoul. Its initial mission: to offer truly effective skincare for sensitive skin, at a time when K-beauty was starting to saturate the market with overly complex routines. The brand relies on a minimalist philosophy based on three pillars: rigorous ingredient selection, effective active ingredient concentration, and an approach free of synthetic fragrances and unnecessary additives.
The name ANUA comes from the Sanskrit “Anu,” meaning “atom” or “smallest particle.” A nod to the brand’s philosophy, which aims to focus on the essentials by eliminating the superfluous. Each formula is designed to be highly tolerated by the skin, even the most reactive. The brand also emphasizes EWG Green Grade certification, an international standard that guarantees the absence of potentially harmful ingredients.
The true global breakthrough came in 2022-2023 with the viral success of the Heartleaf 77% Soothing Toner on TikTok. A video by an American influencer showed transformed skin in just a few days, causing demand to skyrocket. ANUA then went from a niche Korean brand to a global phenomenon in just a few months. The cult product became the best-selling toner on Amazon US in 2023 and has remained at the top since. At Ma Petite Corée, we noticed this sales explosion from the very first months.
Heartleaf at 77%: the ANUA signature
Heartleaf, or Houttuynia Cordata in Latin, is a herbaceous plant native to Southeast Asia. Used for centuries in traditional Korean and Japanese medicine, it is known for its anti-inflammatory, antioxidant, and antibacterial properties. ANUA was one of the first brands to introduce it widely in cosmetics, at a record concentration of 77%.
In practice, Heartleaf works on several fronts simultaneously. It soothes redness and irritation thanks to its natural anti-inflammatory compounds. It fights bacteria responsible for acne, notably Cutibacterium acnes. It also regulates sebum production, making it a valuable ally for combination to oily skin. Finally, its antioxidants protect the skin from oxidative stress and premature aging.
ANUA offers Heartleaf in several complementary formats. The 250 ml toner is the iconic product, followed by a compact 40 ml version ideal for travel. The range also includes cleansing gels, concentrated ampoules, and even sheet masks soaked in the famous formula. This modularity allows everyone to build their own routine centered on this star ingredient. The formulas stay true to the brand’s minimalism, with short and clear ingredient lists.
ANUA’s flagship products
Three products alone embody the entire ANUA universe. Here are the brand’s essentials, the ones that built its global reputation.
The Heartleaf 77% Soothing Toner remains the brand’s signature product. This ultra-light toner soothes redness from the first applications and layers beautifully in the Korean layering technique. It suits all skin types, including the most sensitive and reactive.
The Heartleaf Quercetinol Pore Deep Cleansing Foam is the brand’s star cleanser. Its light foam removes impurities and excess sebum without damaging the skin barrier. The formula enriched with quercetinol, a purifying active ingredient, visibly tightens enlarged pores from the first uses.
The Niacinamide 10% + TXA 4% Brightening Serum completes this iconic trio with a targeted approach to radiance. This serum, concentrated with niacinamide and tranexamic acid, works on pigmentation spots, acne scars, and overall skin brightness. It pairs ideally with the Heartleaf toner for a complete anti-blemish routine.
ANUA for whom? Tailoring the brand to your skin
The ANUA range is designed to suit all skin types, with special attention to sensitive and reactive skin. Acne-prone and oily skin will find their match in the complete Heartleaf range. Toner, cleanser, and ampoule form the perfect trio to calm blemishes without drying out the skin. The formulas are dermatologically approved and suitable for combination to oily skin.
Dehydrated and mature skin will benefit from the Peach 70% Niacinamide range. Peach provides an antioxidant and vitamin boost, while niacinamide evens out skin tone and smooths skin texture. Dull skin will especially appreciate the gradual brightening effect of the Brightening serum. ANUA also offers mineral and chemical sunscreens suitable for the most sensitive skin.
Building your complete ANUA routine
A typical ANUA routine follows the classic K-beauty principles in 5 to 6 steps. In the morning, start with the Heartleaf Foam Cleanser for a gentle and soothing cleanse. Then apply the Heartleaf 77% Toner by gently patting it all over the face. Continue with the Niacinamide serum for radiance or the Peach serum for hydration. Finish with a moisturizing cream and a suitable sunscreen.
In the evening, the routine becomes richer with a double cleansing. Start with a cleansing oil, then use the Heartleaf Foam Cleanser. Next comes the Heartleaf toner, to apply generously for maximum soothing effect. Skin with blemishes can add an anti-blemish patch on targeted areas. Complete with a nourishing serum and a night cream. The most stressed skin will appreciate an ANUA sheet mask once or twice a week.
Our ANUA selection at Ma Petite Corée
At Ma Petite Corée, we select every ANUA product with the utmost care. All our products come directly from South Korea, through a verified short supply chain. Here is our favorite selection, available in stock and shipped from Seoul.
Why choose ANUA at Ma Petite Corée?
Buying Korean products in Europe can lead to unpleasant surprises on general marketplaces. Counterfeits, expired products, poor storage in non-air-conditioned warehouses: the risks are very real. At Ma Petite Corée, we import every ANUA product directly from Korea. Our Seoul-based team checks each batch before shipping to guarantee authenticity and absolute freshness.
We also offer exclusive products rarely distributed in France. Korean novelties, limited editions, formats unavailable elsewhere: our catalog is constantly evolving with new items selected by our Franco-Korean team. We test products beforehand to offer you only what truly works in practice.
ANUA perfectly embodies the spirit of contemporary K-beauty: effective formulas, affordable prices, and true respect for the skin. Find the entire ANUA range on Ma Petite Corée and let yourself be tempted by this brand that represents an essential facet of modern K-beauty.
— Yeseo, Ma Petite Corée team