Anua
Mid-Range“Heartleaf, simplified — viral K-beauty for sensitive skin.”
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.
Known For
Flagship Products
- Heartleaf 77% Soothing Toner
- Heartleaf Pore Control Cleansing Oil
- Niacinamide 10 + TXA 4 Serum
- Heartleaf Silky Moisture Sun Cream
- Peach 70 Niacinamide Serum
Brand Philosophy
One hero ingredient at a time — Korean skincare built around heartleaf, niacinamide, and peach for sensitive, breakout-prone skin.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Anua. Researched from official brand sources — always confirm before sending.
- Website
- anua.com
- General inquiries
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- HQ address
- El Segundo, CA 90245 USA
- Sold at
- Sephora USOlive YoungAmazon USStylevanaYesStyleBrand.com
Anua is operated by The Founders Inc. (Cheonwoosung Co.), Seoul-based brand incubator. Confirmed contact email [email protected] on official US contact page. PR/collab email [email protected] cited by creator outreach (gopicky discussion thread). Brief noted brand founded 2017 — searches indicate the Anua brand was launched 2019 by The Founders Inc., though Cheonwoosung Co. has older roots. Used 2019 founding date. No publicly listed press contact name; no LinkedIn-verified PR lead surfaced. US fulfillment from El Segundo, CA. Korea HQ: 8F, 10F, Parnas Tower, 521 Teheran-ro, Gangnam-gu, Seoul 06164.