Anua
Gentle, minimalist Korean skincare that calms before it treats
About Anua
Anua was founded in Seoul in 2019 with a quietly radical idea: before you treat skin, calm it. The brand built its name on heartleaf — the soothing Korean botanical houttuynia cordata — and on minimalist formulas that strengthen skin from within rather than overwhelming it. Within a few years it became one of K-beauty's most loved names worldwide.
Anua's approach favors a few well-chosen actives at meaningful concentrations, wrapped in clean, watery textures that sensitive skin accepts easily. The brand does not test on animals, and its ingredient lists stay short and honest.
At Skin101 we stock Anua's two standout treatment serums. The Azelaic Acid 10 Hyaluron Redness Soothing Serum pairs azelaic acid with hyaluronic acid to visibly soothe redness and refine uneven texture, while the Niacinamide 10% + TXA 4% Serum is a focused brightening treatment for dark spots and post-blemish marks. Two precise formulas, very Anua: gentle on the skin, serious about results.
Anua Products (2)
Frequently Asked Questions
Is Anua a good brand?+
Yes. Founded in Seoul in 2019, Anua became one of the most loved K-beauty names worldwide on the strength of its gentle, minimalist formulas. The brand's heartleaf-based soothing line went viral globally, and its targeted serums pair meaningful active concentrations with textures that sensitive skin tolerates well.
What is Anua best known for?+
Anua's fame began with its Heartleaf 77 Soothing Toner, which made heartleaf a household name in skincare. The brand's targeted serums carry the same philosophy into treatment: at Skin101 we stock the Azelaic Acid 10 Hyaluron Redness Soothing Serum and the Niacinamide 10% + TXA 4% Serum — two of its most focused, best-reviewed formulas.
Which skin type is Anua good for?+
Anua is built for sensitive and easily irritated skin first — its minimalist, low-irritation formulas calm before they treat. The Azelaic Acid 10 serum suits redness-prone and blemish-prone skin, while the Niacinamide 10% + TXA 4% serum targets dark spots and uneven tone on any skin type, including oily and combination.
Is Anua cruelty-free?+
Yes — Anua does not test its products on animals and is widely listed as a cruelty-free brand. Its formulas follow a clean, minimalist philosophy with short, considered ingredient lists, and many of its products are also formulated vegan.
Are Anua products at Skin101 original?+
Yes. Every Anua product at Skin101 is 100% authentic and officially imported. We source through official supply channels, store products properly, and deliver across Israel — the Azelaic Acid 10 and Niacinamide 10% + TXA 4% serums that reach you are exactly what Anua formulated in Korea. We buy through the brand's official importer in Israel, and every unit carries the importer's stamp and official instructions on the packaging — an easy way to tell it apart from the counterfeits that fill the online market.
Why order from SKIN101?
Fast local delivery
Ships locally within Israel — up to 4 business days, usually 1–2. No overseas shipping waits, no customs risk.
Final prices, no surprises
International sites add 18% VAT plus clearance fees at the border on orders above ~₪250. Our prices already include everything — what you see is what you pay.
Originals from the official importer
Every product comes through the official importer and carries the Health Ministry approval sticker — unlike the many fakes and gray-market parallels sold without it.
Sales, coupons & gifts
Sales and coupon deals run all the time, and most orders include free gifts and testers that you pick yourself at checkout.