ANUA
★ K-BEAUTY HEARTLEAF · SINCE 2018
THE HEARTLEAF
At 77%.
ANUA is the K-beauty brand that made heartleaf (Houttuynia cordata) go viral on TikTok with its Heartleaf 77% Soothing Toner, which became a global bestseller. Its philosophy: a traditional Korean soothing ingredient, sourced pure, at a record concentration. Fragrance-free, alcohol-free, and free of harsh ingredients — ANUA primarily targets sensitive, reactive, or stressed skin, without ever sacrificing effectiveness.
★ ANUA EXPERTISE
HEARTLEAF, NIACINAMIDE, RICE: THE SOOTHING ACTIVES
Three ingredients, three targets, one obsession: well-treated sensitive skin.
ANUA works with a trio of Korean actives chosen for their maximum tolerance and documented effectiveness on sensitive skin. No complicated blends: each range features a hero ingredient at record concentration. Here are the 3 pillars.
✦ INGREDIENT 01
HEARTLEAF (HOUTTUYNIA CORDATA)
Traditional Korean plant, rich in anti-inflammatory and antioxidant compounds. The Heartleaf 77% Soothing Toner contains 77% pure extract — the ultimate weapon against redness, itching, and blemishes.
✦ INGREDIENT 02
NIACINAMIDE
Vitamin B3 favored by dermatologists: evens out skin tone, tightens pores, reduces acne marks. Concentrated in the Niacinamide Tone-Up Serum range and corresponding pads.
✦ INGREDIENT 03
FERMENTED RICE
Fermented Korean rice extract to boost natural radiance and strengthen the skin barrier. The heart of the Rice 70 Glow range, a gentle alternative to exfoliating acids for sensitive skin.
Heartleaf to soothe, niacinamide to even out, fermented rice to brighten: ANUA is the most relevant K-beauty for skin that reacts to everything.
★ THE SIGNATURE RANGES
THE 3 CULT RANGES
Choose your range according to your need: calm, even out, or brighten.
HEARTLEAF 77
Soothing & redness
The viral range. The Heartleaf 77% Soothing Toner has become a global cult hit on TikTok — a toner with 77% Korean heartleaf to soothe redness, irritation, and blemishes in just a few days.
NIACINAMIDE TONE-UP
Radiance & spots
Concentrated niacinamide to even out skin tone and reduce marks. The Niacinamide 10 + TXA 4 Serum is the anti-spot key piece — effective yet gentle.
RICE 70 GLOW
Radiance & barrier
Korean fermented rice to boost radiance and strengthen the barrier. The Rice 70 Probiotics Glow Pads are perfect as a gentle replacement for exfoliating acids.
★ THE ENTIRE COLLECTION
DISCOVER THE ENTIRE COLLECTION
ANUA BELOW
From the viral Heartleaf 77% to Niacinamide and Rice 70 treatments, find all authentic ANUA skincare — imported directly from Seoul, with no customs fees.
ANUA Peach + Niacin UV Tone Up Protection 50ml
ANUA Vitamin C + Niacin Tone Up Blemish Pad 60p 185ml
ANUA Birch 70 + Hyaluron Moisture Boosting Cream 50ml
ANUA Heartleaf Silky Moisture Sun Cream 50ml
★ TO GO FURTHER
THE WORLD OF SENSITIVE SKIN
ANUA, COSRX, BEPLAIN — the K-beauty brands that care for reactive skin.
ANUA: the K-beauty brand behind the Heartleaf 77% toner that’s taking TikTok by storm
The full story of ANUA: the birth of the brand, the viral explosion of Heartleaf 77%, and the sensitive-safe philosophy.
READ THE ARTICLE →
ANUA: the Korean brand that revolutionized skincare for sensitive skin
Dive into the ANUA routine: how to combine Heartleaf, Niacinamide, and Rice 70 to treat sensitive skin, redness, and imperfections.
READ THE ARTICLE →
BEPLAIN: the Korean brand that reconciles sensitive skin
BEPLAIN shares the same obsession with sensitive skin as ANUA — the Korean mung bean version for those who want to try a different signature.
READ THE ARTICLE →★ YOUR QUESTIONS
ANUA FAQ
Everything you need to know about heartleaf K-beauty for sensitive skin.
Which ANUA product to start with?
The Heartleaf 77% Soothing Toner is the essential entry point: it’s the brand’s absolute global bestseller, a soothing toner suitable for all skin types, especially sensitive and reactive. The perfect gateway to gentle K-beauty.
What exactly is heartleaf?
Heartleaf (Houttuynia cordata) is a Korean plant traditionally used in Asian medicine for its anti-inflammatory and antioxidant properties. It soothes redness, reduces blemishes, and strengthens the skin barrier — a star active in K-beauty 2024-2025.
Is ANUA suitable for sensitive skin?
Yes, it’s their absolute specialty. The brand formulates without fragrance, denatured alcohol, or irritating ingredients, using well-tolerated actives (heartleaf, gentle niacinamide, rice). Reactive skin, mild eczema, or rosacea often find their routine with ANUA.
Heartleaf vs Centella: what's the difference?
Both soothe, but through different compounds. Centella (cica) is known for repairing the barrier. Heartleaf focuses more on redness and acute inflammation. Many combine both to maximize benefits.
How long before seeing results on redness?
A few days to 2 weeks of regular use of the Heartleaf 77% Soothing Toner. The effect is visible quickly because heartleaf acts directly on inflammation markers. For a lasting effect on the skin barrier, count on 4 to 6 weeks.
Are ANUA products on Ma Petite Corée authentic?
Yes, 100%. Ma Petite Corée has been based in Seoul since 2017 and sources directly. Every product is new, sealed, and shipped from Korea, with no customs fees charged to you in the EU.