Serene · Brand profile

ANUA

Heartleaf that soothes without the hype, finally gentle pore care that works.

6 products in Serene's catalog

ANUA launched in 2020 from Seoul, the kind of brand that popped up during the K-beauty boom when everyone was chasing clean, plant-based formulas. They're mid-tier, priced like COSRX but with a sleeker package, focusing on heartleaf extract, that wild plant from Jeju that's been used in hanbang remedies forever. What sets them apart is their obsession with soothing irritation without skimping on pore care, something a lot of brands mess up by drying everything out. They're not premium like Sulwhasoo, more like a thoughtful upgrade from drugstore basics. Competing against the likes of Some By Mi and Isntree, who also lean into natural actives, but ANUA feels more consistent in their lineup, no weird fillers or hype-driven launches. I first noticed them at Olive Young in Mapo-gu, where the heartleaf toner pads were flying off the shelf, not because of TikTok, but because they actually calm reactive skin after a long subway commute. In my Flushing routine, they're the go-to for when New York's pollution kicks in, reliable without the drama.

Known for

Heartleaf extract is their signature, packed at 77% in most products for that instant soothing hit without greasiness. Their philosophy is simple: gentle on sensitive skin, targeted at pores and redness, drawing from Korean herbal traditions but tested in clean labs. The toner built their rep, a bestseller with over 14,000 reviews praising how it balances without stripping. The cleansing duo follows close, blending oil and foam for double cleanse that doesn't irritate. They skip heavy fragrances, focusing on mild, watery textures that absorb fast, perfect for layering in humid Seoul summers or dry New York winters. It's not revolutionary, but it's effective, like the Honda of soothing skincare.

Who it's for

Anyone with sensitive, acne-prone skin that's oily in the T-zone but flares up easily, especially if you're dealing with redness or clogged pores from city grime. Budget-wise, they're accessible at $20-30 a pop, ideal for building a no-fuss routine without breaking the bank. Think urban commuters or anyone post-breakout who wants calm over complication. If your skin's super dry or you hate watery textures, skip them, they're better for combo types who need balance, not intense hydration.

Where to start

Grab the ANUA Heartleaf 77 Soothing Toner first, it's the core of their lineup, a lightweight essence-toner hybrid that preps skin without overwhelming it, especially after cleansing. Pair it with the Heartleaf Silky Moisture Mild Sunscreen for daytime, a non-greasy SPF that layers well under makeup and holds up in humid weather. These two cover soothing and protection basics, letting you test the heartleaf magic without committing to the full duo or pads. I've used the toner pads too, but the liquid version's more versatile for daily use in my cramped bathroom routine.