WORTH THE HYPE?

Anua Is Everywhere—But Which Products Are Actually Worth Buying?

There was a time when knowing Anua meant knowing one product: the Heartleaf 77% Soothing Toner.

Not anymore.

The Korean skincare brand has expanded far beyond its heartleaf beginnings, moving into cleansing oils, barrier care, brightening ingredients, azelaic acid, PDRN and increasingly sophisticated serums.

And somewhere along the way, Anua went from viral K-beauty brand to something much bigger.

Open TikTok. Browse a Korean skincare shelf. Scroll through a beauty retailer. Chances are, you'll encounter that unmistakably minimalist packaging.

But ubiquity raises an obvious question:

Is Anua actually that good—or are we looking at exceptionally successful marketing?

We looked beyond the hype at the products we'd actually consider buying, who they're best for and where we'd spend our money first.

First: Why Did Anua Become So Popular?

Anua's rise makes a lot of sense when you look at what modern skincare shoppers want.

Its products are visually minimalist. The ingredient stories are easy to understand. The textures generally fit naturally into multi-step routines.

And then there's heartleaf.

The botanical ingredient became closely associated with Anua internationally, particularly through the brand's Heartleaf 77% Soothing Toner.

But the Anua of 2026 is much broader.

Its newer products increasingly target specific concerns rather than simply offering another variation on soothing skincare.

That's where things get interesting.

1. Heartleaf 77% Soothing Toner

The Icon

We can't talk about Anua without starting here.

The Heartleaf 77% Soothing Toner is the product that introduced countless international shoppers to the brand.

It's lightweight, watery and remarkably easy to layer into a routine.

And that simplicity is arguably its biggest strength.

Why We Like It

Not every skincare product needs to feel transformative.

Sometimes you want a toner that layers easily between cleansing and serum without making the rest of your routine complicated.

That's exactly where this one fits.

Who We'd Recommend It For

Normal, combination and oily skin, particularly people who enjoy lightweight hydration and multi-layer skincare routines.

Who Might Skip It

If your skin is extremely dry and you expect your toner to provide substantial moisture on its own, we'd probably look for something richer.

Our Take

Still relevant.

But we'd buy it because we wanted a lightweight toner—not simply because it's famous.

THE VERDICT: The Classic

2. Heartleaf Pore Control Cleansing Oil

The Double-Cleansing Favourite

This may be almost as recognizable as the toner.

Anua's Heartleaf Pore Control Cleansing Oil was built for the first step of an evening double cleanse: dissolving makeup, sunscreen and oil-based residue before following with a water-based cleanser.

Why We Like It

A good cleansing oil should make removing the day easier.

That's it.

You don't need your cleanser to perform the job of your serum, exfoliant and moisturizer simultaneously.

Anua's popularity in this category makes sense because cleansing oils are one of the areas where Korean skincare genuinely excels.

Who We'd Recommend It For

Makeup wearers, regular sunscreen users and anyone who enjoys double cleansing.

Who Might Skip It

If you wear very little makeup and already have a cleanser that removes your sunscreen comfortably, adding another cleansing step isn't mandatory.

And if you know your skin dislikes cleansing oils, don't force yourself into double cleansing simply because it's associated with K-beauty.

Our Take

One of the more logical Anua purchases—provided you actually need a cleansing oil.

THE VERDICT: Worth Knowing

3. Niacinamide 10% + TXA 4% Serum

The One We'd Choose for Uneven-Looking Tone

This is where Anua starts feeling noticeably different from the heartleaf-only brand many people remember.

The Niacinamide 10% + TXA 4% Serum combines two ingredients commonly found in routines focused on the appearance of uneven tone and post-blemish marks.

And unlike the minimalist toner, this is clearly a more targeted product.

Why We Like It

There's a purpose.

If your routine already contains cleanser, moisturizer and sunscreen, this is the type of serum you might add because you're trying to address a specific visible concern.

That's generally how we'd rather shop for skincare.

Who We'd Recommend It For

People concerned with dullness, uneven-looking tone or the appearance of post-blemish marks.

Who Might Skip It

If you're new to active skincare or your skin is easily irritated, we'd avoid introducing multiple strong or targeted products at the same time.

A 10% niacinamide formula isn't automatically better simply because the percentage sounds impressive.

Our Take

One of Anua's most interesting products for shoppers who have moved beyond basic hydration.

THE VERDICT: Targeted Pick

4. Azelaic Acid 10 Hyaluron Redness Soothing Serum

The One Everyone Is Going to Ask About

If heartleaf represents old-school Anua, this serum represents where the brand is going.

Azelaic acid has become increasingly visible in contemporary skincare routines, and Anua pairs it with a hydration-focused formula.

Why It's Interesting

This isn't another generic glow serum.

It's a much more targeted addition to the Anua lineup and makes sense for shoppers whose concerns include the appearance of redness, uneven-looking tone or blemish-prone skin.

Who We'd Recommend It For

More experienced skincare users looking to build a concern-specific routine.

Who Might Skip It

Anyone already using several active products.

More actives do not automatically create better skin.

If your routine already contains exfoliating acids, retinoids or other targeted treatments, we'd think about the entire routine before adding another bottle.

Our Take

Potentially one of the most interesting products in Anua's newer generation.

THE VERDICT: One to Watch

5. PDRN Hyaluronic Acid Capsule 100 Serum

The Trend Pick

Of course Anua has a PDRN serum.

At this point, we'd almost be surprised if a major Korean skincare brand didn't.

But Anua's interpretation makes sense.

Rather than relying on PDRN alone, the formula pairs salmon-derived PDRN with hyaluronic acid and collagen, positioning it firmly within the hydration-and-glow category.

Why We Like It

Anua understands what many consumers actually want from a PDRN serum:

hydrated, plump, luminous-looking skin.

The capsule formula also gives the product a distinctive texture and visual identity.

Who We'd Recommend It For

Dehydrated, dull-looking skin and anyone interested in PDRN primarily as part of a hydration-focused routine.

Who Might Skip It

If you already own several hydrating serums, ask yourself whether this actually fills a gap in your routine.

You don't need to replace a perfectly good serum simply because PDRN is having a moment.

Our Take

A compelling PDRN option—but we'd choose it for the complete formula, not the trend.

THE VERDICT: Best for Glass-Skin Seekers

6. Rice 70 Glow Milky Toner

The One for Dewy-Skin People

Heartleaf may be Anua's signature ingredient, but rice gives the brand an entirely different personality.

The Rice 70 Glow Milky Toner is richer and more comfort-focused than the watery Heartleaf toner, making the two products much less interchangeable than they initially appear.

Why We Like It

This is a great example of why shopping by skin type makes more sense than shopping by popularity.

Someone with oilier skin might love the freshness of Heartleaf 77.

Someone with dry, dehydrated skin may immediately prefer the milky rice formula.

Neither toner needs to “win.”

Who We'd Recommend It For

Normal-to-dry skin, dehydrated skin and anyone who prefers milky toners and a dewy finish.

Our Take

Possibly the Anua toner we'd choose over the famous Heartleaf version for dry skin.

THE VERDICT: Underrated Pick

If We Could Buy Only Three

This is where we'd spend our money.

For a Beginner

Heartleaf 77% Soothing Toner

Simple, easy to understand and easy to incorporate into an existing routine.

For a Targeted Routine

Niacinamide 10% + TXA 4% Serum

A more purposeful choice if uneven-looking tone is the concern.

For Hydration & Glow

PDRN Hyaluronic Acid Capsule 100 Serum

The most interesting choice for someone chasing the plump, luminous finish currently dominating Korean skincare.

Which Anua Product Is Right for You?

So, Is Anua Overhyped?

Not exactly.

Anua has some genuinely interesting formulas, and its evolution beyond Heartleaf has made the brand much more compelling.

But that doesn't mean every viral Anua product belongs in every routine.

That's the distinction we'd make.

The Heartleaf toner can be excellent if you want a lightweight toner.

The cleansing oil makes sense if you actually double cleanse.

The TXA and azelaic acid formulas become interesting when you're addressing specific concerns.

And the PDRN serum is worth considering if hydration and luminosity are what you're after.

Buying all of them because they're trending?

That's where we'd stop.

The Verdict

Anua deserves more credit than simply being called a TikTok brand.

Its newer generation of products suggests a company moving from one hero ingredient toward a much broader, more sophisticated skincare portfolio.

But our favourite thing about Anua isn't necessarily one particular bottle.

It's the fact that you increasingly have options.

Want something simple? Heartleaf.

Want glow? Rice or PDRN.

Want something targeted? Niacinamide + TXA or azelaic acid.

And that's how we'd shop Anua in 2026:

Not by asking what's most viral.

By asking what your skin actually needs.