ANUA

ANUA is a Korean skincare brand launched in 2019 by The Founders, a company based in Seoul. The Founders was set up in 2017 by co-founders Lee Seon-hyeong and Lee Chang-ju, and within a few years ANUA became its flagship brand. It first built a following in Korea with its Heartleaf 77 toner and toner pads, then entered the United States in 2022, with Amazon as a key sales channel. In July 2024 it ranked first in the beauty category during Amazon Prime Day in the US, and it was named an Amazon Top Brand in both 2024 and 2025. Today, the vast majority of its sales come from outside Korea.

Heartleaf (Houttuynia cordata, eoseongcho in Korean) is still ANUA's signature. The Heartleaf line covers the whole routine: cleansing oil, cleansing water, foams, toner, pads, serums, creams and even sunscreens. It's aimed mainly at sensitive, combination and blemish-prone skin.

• PDRN: hydrating PDRN and hyaluronic acid care, like the capsule mist, the Capsule 100 serum and the melting patches.
• Peach: peach and niacinamide for a brighter-looking complexion.
• Rice: rice and ceramides for dry skin.
• Birch: birch sap for light, everyday hydration.
• Niacinamide, Retinol and Vitamin: targeted actives for dark spots, texture and radiance.

Sensitive skin or redness: stick with the Heartleaf line, with the 77 toner and a soothing cream. You can also browse our sensitive skin picks. Oily or combination skin: double cleanse with the Pore Control oil, then use the Quercetinol foam and the Heartleaf 77 pads; see our oily skin picks. Dry skin: go for the Rice and PDRN lines, for example the PDRN Hyaluronic Acid 100 Moisture Cream; see our dry skin picks. Dark spots and dull skin: the Niacinamide 10% +TXA 4% serum or the Vita 10 Porestrix Whitening Toning Serum, always with sunscreen in the morning. Fine lines: ANUA's retinol, at night only; see our mature skin picks. Cosmetic advice, not medical advice.

You'll find the whole brand in the collection, or you can shop by category: toners, serums, masks, moisturizers, cleansers and sunscreens. If you read French, our blog article on ANUA and heartleaf goes deeper into the brand. And if you're torn between two products, compare with similar brands like TORRIDEN, ROUND LAB or SKIN1004.

ANUA sums up its approach in three words: "Gentle yet Effective." On its Korean website, the brand says it started from one simple question: can skincare be both gentle and effective? Its answer is to split ingredients into two families. On one side, gentle ingredients that help soothe and hydrate: heartleaf, peach, birch and rice. On the other, more targeted actives: PDRN, niacinamide, retinol, vitamin C, hyaluronic acid and ceramides. Each product combines the two, and most names spell out the hero ingredient (Heartleaf 77, Peach 70, Rice 70, Birch 70 and so on). It's easy to read: you know right away what's in the bottle and what it's for. In 2026 the brand signed Korean actress Suzy as the face of its PDRN line, then named Kendall Jenner its first global ambassador.

At Ma Petite Coree, the most popular ANUA picks of the past few months are the Heartleaf Quercetinol Pore Deep Cleansing Foam, the Niacinamide 10% +TXA 4% Dark Spot Correcting Serum and the PDRN Hyaluronic Acid Moisture Capsule Mist. The Retinol 0.3 Niacin Renewing Serum is a favorite if you want to ease into retinol. From the Heartleaf line, the Heartleaf 77 B3ZINC Soothing Serum, the Heartleaf 77 B3ZINC Soothing Cream and the Heartleaf 77 + Hyaluron Soothing Toner 77% are safe bets. For cleansing, the Heartleaf Pore Control Cleansing Oil and the Heartleaf 87 + Panthenol Low ph Deep Cleansing Water round out the routine. And the Heartleaf 77 + PHA Clear Pad and the Peach 70 + Niacin Serum are great for smoother, brighter-looking skin.