Anua

In Korea, there's an herb called Heartleaf due to its heart-shaped leaves, which traditional medicine used for its soothing and purifying properties. It's called Houttuynia Cordata and grows on Ulleung Island, in volcanic waters that give it a particularly high concentration of active ingredients.

Anua has made Heartleaf its signature ingredient, building a skincare line around it that has convinced over 40 million global buyers. The 77% Heartleaf toner won the Olive Young Awards 2022, Korea's most important beauty platform, becoming one of the most viral K-Beauty products in recent years.

100% cruelty-free, with packaging designed to reduce environmental impact. A brand that grows without losing sight of the values that have made it authentic.

Learn more about Anua

Anua is a K-Beauty lifestyle cosmetic brand, cruelty-free and vegan, with over 40 million units sold globally. Its rise has been rapid and based on real products: the Heartleaf 77% toner won the Olive Young Awards 2022, the most important Korean beauty awards.

The packaging is designed to be environmentally friendly. The brand's philosophy combines effective formulations with responsibility towards skin and the environment.

Anua starts with a specific ingredient — Heartleaf from Ulleung Island — and builds scientifically supported formulas around it. It's not "natural skincare" in the vague sense of the term: it's cosmetic chemistry that uses a specific botanical as its pillar, integrating it with patents like Quercetinol and classic active ingredients like niacinamide.

The goal is calm, clean, even skin, without aggression. This is why Anua is the brand of choice for those with easily inflamed skin who don't want to give up effective skincare.

  • Ulleung Island Heartleaf (Houttuynia Cordata): grown in volcanic waters, rich in quercitrin (anti-inflammatory flavonoid) and other polyphenols. Soothing, antibacterial, anti-redness action
  • Quercetinol (patented): synthetic derivative of quercetin optimized for stability and bioavailability. Enhances the anti-inflammatory action of Heartleaf
  • Jeju Peach: rich in components that inhibit tyrosinase - the enzyme responsible for melanin production. Brightening and tone-evening action
  • Niacinamide: regulates sebum, reduces visible pores, evens tone, strengthens the skin barrier
  • White Jade Radiance Complex: blend of glutathione and alpha-lipoic acid for radiance and antioxidant protection
  • Panthenol (vitamin B5): emollient, moisturizing, accelerates the healing of compromised skin barrier
  • Sensitive and reactive skin: Heartleaf soothes redness and inflammation without irritation
  • Acne-prone skin: Heartleaf's antibacterial and sebum-regulating action + niacinamide
  • Spots and uneven tone: Jeju peach and White Jade Radiance Complex for even skin tone
  • Enlarged pores: niacinamide and light formulas to regulate sebum without clogging
  • Combination skin: sebum balancing in oily areas, soothing in reactive areas

Anua is one of those brands that has earned its reputation on merit, not through advertising campaigns, but with a product that truly worked and that the skincare community discovered, tested, and spontaneously recommended.

The Heartleaf toner went viral because it was effective, not because it was planned to be. This kind of authenticity is what we look for in our selection

  • What is Heartleaf and why is Ulleung Island's special? Heartleaf (Houttuynia Cordata) is an herb used in traditional Korean medicine for its soothing and antibacterial properties. The variety grown on the volcanic island of Ulleung thrives in unique soil and climate conditions that increase the concentration of quercitrin and other active flavonoids.
  • What is patented Quercetinol? Quercetinol is a modified version of quercetin (a natural flavonoid with anti-inflammatory action) optimized for stability and skin penetration. Anua developed it as a patented active ingredient to amplify the calming effect of Heartleaf.
  • Is Anua suitable for skin with active acne? Yes. The Heartleaf + niacinamide combination has both soothing and sebum-regulating action, which helps reduce inflammation in active pimples and prevent new breakouts. It does not replace dermatological treatment for moderate-to-severe forms, but it is an excellent support in a daily routine.
  • Are Anua products vegan? Yes, the entire Anua line is cruelty-free and vegan.