Brand

Anua

Known for the Heartleaf 77 Soothing Toner and the Niacinamide 10 TXA 4 Serum.

Anua is a Korean skincare brand launched in 2019 by the Seoul brand incubator The Founders. Its formulas center on heartleaf, niacinamide, PDRN and rice ceramide, and its best-known product is the Heartleaf 77 Soothing Toner. It entered the US through Amazon in 2022 and now sells through its own US store, Amazon and Ulta Beauty.

Founded

2019

Founder

The Founders, Inc., a Seoul brand incubator led by co-CEOs Seonhyeong Lee and Changju Lee

Headquarters

Seoul, South Korea (US store operated by ANUA INC, El Segundo, California)

Ownership

The Founders, Inc.

Ownership and scale

Anua reported surpassing $500 million in global retail sales in 2025 (brand press release, June 2026).

Brand timeline

2019
The Founders launches Anua
2022
Anua enters the US market through Amazon
2025
Anua reports passing $500 million in global retail sales

Where to buy

Brand siteUlta BeautyAmazonTikTok Shop

Where to get the best offers

anua.com sells multi-buy bundles of its serums and routine sets at a discount.

Anua products we have reviewed

k-beauty

Heartleaf 77 Soothing Toner

Anua

Key Ingredient

77% Heartleaf

Key ingredients named by the brand: 77% Heartleaf and HyaluronNo fragrance listed in the ingredient listWatery toner, 8.45 fl oz (250ml)

$23.00/ 8.45 fl oz (250ml)($0.09/ml)

Review Product

k-beauty

Niacinamide 10 TXA 4 Serum

Anua

Key Ingredient

10% Niacinamide

Key ingredients named by the brand: 10% Niacinamide, 4% Tranexamic Acid and 2% ArbutinNo fragrance listed in the ingredient listDropper serum, 1.01 fl oz (30ml)

$24.00/ 1.01 fl oz (30ml)($0.80/ml)

Review Product

k-beauty

PDRN Hyaluronic Acid Capsule 100 Serum

Anua

Key Ingredient

PDRN

Key ingredients named by the brand: PDRN, Hyaluronic Acid and CollagenNo fragrance listed in the ingredient listCapsule dropper serum, emerald-tinted, 1.01 fl oz (30ml)

$30.00/ 1.01 fl oz (30ml)($1.00/ml)

Review Product

k-beauty

Heartleaf 77 Clear Pad

Anua

Key Ingredient

77% Heartleaf Water

Key ingredients named by the brand: 77% Heartleaf Water, PHA and Centella AsiaticaNo fragrance listed in the ingredient listDual-sided exfoliating toner pads, 7cm, 6.93 fl oz (205ml)

$23.00/ 6.93 fl oz (205ml)($0.11/ml)

Review Product

Brand background is compiled from public sources. Ownership and valuation figures are reported acquisitions or valuations where disclosed; private brands are marked as not publicly disclosed. Prices and retailers change, so confirm on the brand's official page.