Founded

2019

Price range

$12 – $35

Shipping

Worldwide

Ships from

US

Catalogue

135 products

New arrivals

8 this month

Anua Beauty Brand Logo

Anua

Independent brand — verified
About

Anua is a Korean skincare brand established in 2019 and founded by Lee Seon-hyeong and Lee Chang-ju. The beauty brand creates approachable skincare designed to work naturally within everyday routines. Sensitive-skin-friendly beauty is an important part of Anua’s identity, making the brand particularly relevant for customers who prefer gentler skincare and products that can be used consistently. Positioned within affordable Korean beauty, Anua offers an accessible way to explore modern K-beauty without moving into premium pricing. Its products are designed to be practical enough for regular use, helping customers build skincare routines that feel easy to maintain. The brand’s focus on everyday beauty gives it a straightforward appeal, particularly for shoppers who want skincare that fits comfortably into daily life. Overall, Anua is an affordable Korean skincare brand centered on sensitive-skin-friendly beauty, practical routines, accessible pricing, and everyday K-beauty.

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Picked by the brand. Checkout happens on Anua’s own site.

Brand Details

Contract manufactured

South Korea (indicated)

Yes — select products
Last reviewed
Oct 2026
Independent brand
Verified
L
Lee Seon-hyeong
L
Lee Chang-ju

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Frequently asked questions

What kind of skincare brand is Anua?
Anua sells skincare including cleansers, toners, serums, moisturizers and masks. Its Heartleaf products focus on soothing skin, while other ranges target concerns such as dark spots.
What is Anua Heartleaf 77 Soothing Toner used for?
It is a lightweight toner used after cleansing to hydrate skin and reduce the look of redness. The formula contains 77% heartleaf ingredient and is listed as fragrance-free.
Which Anua serum is for dark spots?
Anua’s Niacinamide 10 TXA 4 Serum is marketed for dark spots and uneven skin tone. The name refers to its highlighted niacinamide and tranexamic acid ingredients.
Does Anua make cleansing products?
Yes. Its range includes Heartleaf Pore Control Cleansing Oil and Heartleaf Quercetinol Pore Deep Cleansing Foam.
Who operates Anua?
Anua’s official Korean site names The Founders Inc. as its company and lists Lee Seon-hyeong and Lee Chang-ju as its representatives. The founding year supplied for Anua is 2019.
How much does Anua skincare cost?
The official US store lists the 250 ml Heartleaf 77 Soothing Toner at $23. Prices depend on product size and promotions.
How much is Anua shipping?
Anua’s published US shipping policy lists a $6.99 standard rate and free shipping on orders above $60. Rates can differ for locations such as Alaska and Hawaii.

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