Anua is a South Korean skincare brand from The Founders, founded in 2019 and best known for its Heartleaf 77% Soothing Toner and cleansing oil. In Australia it is sold at Sephora, Myer, Chemist Warehouse and Adore Beauty, plus specialist K-beauty shops.
Anua is made by The Founders, a Seoul company set up in 2019 by Lee Chang-ju and Lee Sun-hyung, business graduates of Seoul National University who had no beauty industry background. The company says it uses customer reviews, repurchase rates and social media data to guide product development.
The brand says it focuses on gentle, ingredient-led formulas to calm, hydrate and nourish skin. Its heartleaf (houttuynia cordata) range took off on TikTok, and The Founders reported 2024 sales of 427.8 billion won, with more than 90% coming from overseas.
General information only, not medical advice.