If you needed proof of the power of K-beauty, simply look to Boots. This week, the high street juggernaut introduced not one but six K-beauty brands into the fold as part of its ever-growing beauty expansion, which has seen it add over 60 global brands to its brimming shelves this year alone. And it seems Korean beauty products are part of the evolution. It's a clever move. Having rapidly grown in popularity in the UK since 2017, K-beauty has gone from niche to TikTok sensation with millions of users sharing the benefits of the region's best skincare offerings. Of all the many being raved about, one brand in particular gets name dropped time over: Anua, which is now available to shop at Boots alongside other popular brands like Skin1004, Roundlab, Haru Haru, IsnTree, and Mixsoon.
It's clear that the arrival of K-Beauty into the mass UK beauty market – Boots has already welcomed K-Beauty brands this year like LANEIGE, Thank You Farmer and Beauty of Joseon – is in direct correlation to the growing popularity of Korean beauty buys online, where gentle-yet-ingenious skincare formulations have attracted a large following. Over on TikTok, K-beauty boasts a cool 301.7 million posts, with countless beauty buffs attesting to the transformative powers of Korean skincare, which they claim helps to control acne, unclog pores and provide the coveted 'glass skin' appearance.
Scrolling through the endless pore-perfecting content, you'll quickly find Anua is a name that pops up again and again. Its Heartleaf cleansers are seen as the backbone of double cleansing routines; its Niacinamide 10% + TXA 4% Serum is known to correct dark spots and an uneven skin tone and its Clear Toner Pads are a leader in an up-and-coming skincare category (which has long been around in Korea, of course). With over 106 million posts on TikTok, it is certainly a force in the busy K-beauty market, but does it live up to the hype? We found out.
What is Anua?
Anua is a breakout beauty brand that prides itself on natural and active ingredients. According to the brand's website, its 'mission is to eliminate skin concerns with gentle but effective formulations. We actively listen to our customers’ voices and plan our products to target those skin concerns with the simplest yet most effective formulation.'
This means carefully selecting ingredients that are mild, so as to not irritate and aggravate the skin. At the same time, the brand works hard to find the perfect ratio of natural-to-active ingredients which keep skin in a healthy, happy and comfortable state while still delivering results. That balance is achieved with a clever collection of hero ingredients like soothing heartleaf, skin evening peach, and brightening green lemon.
Is Anua worth the hype?
If you are acne-prone with post-inflammatory pigmentation like me, I would certainly say so. Since adopting K-beauty into my skincare game, I've fallen for foaming cleansers which manage to effectively remove daily dirt and build up without stripping the skin. The Anua Heartleaf Quercetinol Pore Deep Cleansing Foam, £13, works wonders at washing away the day with anti-inflammatory heartleaf, sebum controlling plant extracts and dead skin cell munching beta-hydroxy acids like salicylic acid. Paired with the Anua Heartleaf Pore Control Cleansing Oil, £16, (use this one first in your double cleansing routine) which feels indulgent in every way, my skin is always left feeling nourished and plumped. Thanks to TikTok, this oil cleanser has become known as the manual blackhead dislodger, and while I'm yet to experience its pore-unclogging action, it does help my skin to look clearer.
As far as the most talked-about products go, the brand's Niacinamide 10% and TXA 4% Serum, £22, is currently getting a lot of airtime, which might explain why the product is currently sold out at Boots. But fret not, our sources tell us a restock is pending, so watch this space. The popular serum is a newer offering from the brand and is geared towards acne-prone, sensitive skin. Packed with niacinamide for discolouration, dark spot-correcting tranexamic acid and antioxidant-rich arbutin for evening the skin tone, it is a must for those struggling with hyperpigmentation. The game-changer for me came in the form of the brand's answer for moisturiser: Anua's Heartleaf 70% Daily Lotion, £22, which contains 70% heartleaf extract and triple hyaluronic acid to provide soothing, deep hydration via an uber-lightweight, veil-like formula which is quick to lend a glass skin finish. If Anua is anything to go by, this is K-beauty at its finest.
Shop: The best Anua beauty products
www.boots.com
If you're not sure about foam cleansers, this will convert you. It features anti-inflammatory heartleaf, sebum-controlling plant extracts and dead skin cell munching beta-hydroxy acids like salicylic acid, which collectively work to clean the skin without stripping the skin.
www.boots.com
Consider this your double cleansing first step. Known by the brand as 'the key to glass skin,' this indulgent oil cleanser has earned a good reputation for dislodging blackheads and unclogging pores.
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Anua Niacinamide 10% and TXA 4% Serum
Viral for good reason, this serum is loaded with niacinamide for discolouration, dark spot-correcting tranexamic acid, and antioxidant-rich arbutin, which work hard to even the skin tone. If you struggle with hyperpigmentation like me, you'll want to try this.
www.boots.com
Featuring 70% heartleaf extract and triple hyaluronic acid, this uber-lightweight, veil-like moisturiser provides soothing, lasting hydration for a glass skin finish.
Sameeha Shaikh is Grazia's beauty writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).
