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Brand Story: ANUA

Founded in 2019 by The Founders, a global brand incubator led by co-CEOs Lee Sunhyung and Lee Changjoo, Anua may be a relatively young brand, but its impact has been anything but small. Their commitment to simple, natural ingredients and effective skincare solutions has propelled them to the forefront of the clean beauty movement.

Olive Young Awards

ANUA Heartleaf 77% Soothing Toner

The Olive Young Awards, which selects award-winning products in each category based on approximately 100 million customer purchase data annually, is recognized as an important indicator for understanding the beauty trends of the year. Anua has proven its status as a leading K-beauty brand by winning awards in a total of 5 categories, including the global trend toner and cleansing categories.

Anua's best-selling 'Heartleaf 77% Soothing Toner' was honored with an award for its high product quality in the global trend toner category. This recognition comes after the toner achieved first place in the toner category during Amazon Prime Day in June 2024, one of Amazon's biggest annual sales events, proving its popularity in the global market. Additionally, it has achieved an impressive feat of winning awards for four consecutive years in the domestic skincare skin and toner category.

A Winning Formula

Anua's success can be attributed to a combination of factors that have resonated with consumers in the competitive K-beauty market and beyond:

  • Focus on Natural Ingredients: Anua's emphasis on natural and organic ingredients, particularly their signature heartleaf extract, appeals to consumers seeking gentle and effective skincare. This aligns with the growing trend of clean beauty and a preference for milder formulations.
  • Simple and Effective Products: The brand's philosophy of simple yet effective skincare resonates with those overwhelmed by complex routines. Anua offers straightforward products that address specific skin concerns without unnecessary additives or harsh chemicals.
  • Strong Marketing and Branding: Anua has executed effective marketing strategies, particularly leveraging social media platforms like TikTok. Their products have gone viral, generating significant buzz and driving sales. They have also successfully positioned themselves as a leading K-beauty brand through consistent messaging and a focus on their core values.
  • Global Appeal of K-Beauty: Anua has benefited from the overall popularity of K-beauty, which is known for its innovative formulations, focus on skin health, and aesthetically pleasing packaging. Anua has successfully captured the essence of K-beauty while maintaining its own distinct identity.
  • Commitment to Sustainability: Anua's dedication to sustainability resonates with environmentally conscious consumers. This commitment is reflected in their product development and business practices, further enhancing their brand image.

Anua is a brand that appeals to those who appreciate natural ingredients, simple formulations, and a sustainable approach to beauty. Their products are particularly popular among people with sensitive skin or those looking for gentle yet effective skincare solutions.

The Numbers in Product Names

The numbers in Anua product names, like "Heartleaf 77% Soothing Toner" or "Heartleaf 80% Soothing Ampoule," typically refer to the percentage of the key ingredient in the formula. 77% in the toner indicates that it contains 77% heartleaf extract. 80% in the ampoule means it has 80% heartleaf extract. This naming convention is quite common in K-beauty and is designed to be transparent about the concentration of the featured ingredient. It helps consumers understand what they're getting and make informed choices based on their skin's needs

Anua's Must-Haves:

Ready to experience the Anua difference? Here are a few of their best-selling products to get you started:

  • Heartleaf 77% Soothing Toner: This cult-favorite toner, infused with heartleaf extract, calms, hydrates, and preps your skin for the next steps in your routine.
  • Heartleaf Pore Control Cleansing Oil: This gentle yet effective cleansing oil melts away makeup and impurities while helping to minimize the appearance of pores.
  • Heartleaf 80% Soothing Ampoule: This highly concentrated ampoule delivers intense hydration and soothes irritated skin, leaving it feeling calm and balanced.
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