Anua

Anua is a South Korean skincare label that became widely recognised outside Korea in the early 2020s, largely through social media interest in its heartleaf line. Heartleaf, or Houttuynia cordata, is a plant extract long used in Korean formulations and marketed for its calming feel on reactive, congested skin.

The catalogue spans cleansing oils, toners, essences, serums and masks, with a house style of short-feeling ingredient lists, lightweight textures and low or no added fragrance in several products. Peach, niacinamide and rice-based lines sit alongside the heartleaf range.

As with any brand, "soothing" is a marketing description rather than a clinical one, and the individual ingredients matter more than the label. Check the full INCI list if you react to essential oils or specific botanicals, patch test new products, and see a dermatologist for persistent irritation or acne rather than switching brands repeatedly.