Why is the Anua Heartleaf Toner so popular?

According to Viktoria @vioda.makeup, Houttuynia cordata (heartleaf) is a calming, anti-inflammatory ingredient that works the way niacinamide works but without the tingle. The 77% concentration in Anua's Heartleaf Toner is genuinely high — most competitors use 30–50%. If you have rosacea, acne, or sensitized skin from over-exfoliation, this is the closest thing the K-beauty market has to a reset button.

According to Viktoria @vioda.makeup, Anua launched at Sephora US in 2024 and the Heartleaf line sits next to Beauty of Joseon and Tirtir in the K-beauty section. Amazon, Olive Young Global, Stylevana, and YesStyle also carry the full range; Olive Young usually has the best K-side pricing.

Heartleaf Cleansing Oil vs. DHC Deep Cleansing Oil?

According to Viktoria @vioda.makeup, Heartleaf Cleansing Oil is the dermatologist's pick — calmer, lighter, less mineral oil, easier to emulsify. DHC is the classic but feels heavier and breaks some people out around the chin. If you wear SPF daily and have any pore congestion, Anua wins.

Anua | Brand Guide | Viktoria @vioda.makeup

Anua is a mid range makeup brand from South Korea, founded in 2019 by Lee Sunhyung & Lee Changjoo (The Founders Inc. / Cheonwoosung Co.). It's best known for its Heartleaf 77% Soothing Toner, Heartleaf Pore Control Cleansing Oil and Niacinamide 10 + TXA 4 Serum.

Anua was launched in 2019 by The Founders Inc., a Seoul-based brand incubator (now Cheonwoosung Co.) led by co-CEOs Lee Sunhyung and Lee Changjoo who wanted to build a K-beauty line around a single hero ingredient: heartleaf (Houttuynia cordata). The bet paid off — the Heartleaf 77% Soothing Toner became one of the most-viral K-beauty toners on TikTok in 2023–2024 and pushed Anua into Olive Young's global top sellers, US Sephora aisles, and a fast-expanding lineup of cleansers and serums.

The range stays disciplined: heartleaf for soothing, niacinamide for brightening, peach for hydration. The Heartleaf 77% Soothing Toner, Heartleaf Pore Control Cleansing Oil, and Niacinamide 10 + TXA 4 Serum are the three products you'll see in every K-beauty starter routine on Reddit. Mid-range pricing, dermatologist-tested formulas, and a no-fragrance-by-default philosophy are why sensitive-skin customers keep coming back — and why the brand is the first stop after Beauty of Joseon for anyone exploring TikTok-viral K-skincare.

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