This K-Beauty Brand Is Taking Amazon by Storm

Millions of views on TikTok have translated into multiple best-selling products.

Leiana FoyeLeiana FoyeInstagramLeiana started at NewBeauty as a Digital Coordinator almost 10 years ago where she gained experience in production and social media. In 2023, she returned as NewBeauty’s Senior Digital Content Producer where she pitches, writes and strategizes beauty shopping content, in addition to producing and optimizing digital content for NewBeauty.com.
About New Beauty

Published: May 10, 2024

We may earn commission from links on this page. Each product featured has been vetted and chosen by our editors.

If you frequent TikTok‘s countless beauty tutorials, there’s little doubt you’ve come across Anua. The “top skincare brand in Korea” has amassed quite the viral following recently and is responsible for several best-sellers on Amazon—with shoppers buying as many as 100,000 units per month.

Why all the fuss? K-Beauty brands are famously at the forefront of skincare innovations, and Anua is no different. Their toners, cleansers, serums and moisturizers use well-known ingredients, among them vitamin E, niacinamide and salicylic acid, in conjunction with lesser-known-in-the-US, but popular Korean botanicals and herbs that promote glowy, glass-like skin.

We’ve written at length about various Anua products that have garnered thousands of five-star reviews from Amazon shoppers. Keep reading for the five making the biggest waves with shoppers.

1 / 5

Heartleaf 77 Soothing Toner ($23)

The “number-one facial toner in Korean drugstores” has millions of fans on TikTok and over 5,200 five-star reviews on Amazon. It relieves redness, balances skin’s pH levels, soothes dryness and lessens irritation thanks to a high concentration of its titular ingredient, heartleaf extract. Heartleaf is an under-the-radar ingredient for calming skin and inflammation. Its formula also includes botanical and fruit extracts that deliver long-lasting hydration. Use it at the start of your skincare routine to enhance the absorption of your serums and moisturizers.

Type: Toner

Key ingredient: Heartleaf extract

5-star reviews: 5,243

BUY NOW – $23

2 / 5

Heartleaf Quercetinol Pore Deep Cleansing Foam ($13)

If you’re bothered by large, dark pores the best place to start to make them less noticeable is clearing out the gunk behind them with an effective cleanser. Key to this pore-clearing formula is the combincation of heartleaf extract and quercetinol, an antioxidant known to calm inflammation. The brand recommends pairing it with an oil cleanser for an ultra-effective double cleansing routine—the key to glass-like skin.

Type: Cleanser

Key ingredients: Quercetinol, heartleaf extract, hyaluronic acid, salicylic acid

5-star reviews: 1,588

BUY NOW – $13

3 / 5

Heartleaf Pore Control Cleansing Oil ($20)

Speaking of cleansing oils, with nearly 5,000 five-star reviews and over 80,000 bottles sold on Amazon in the last month alone, few have garnered as much attention as the brand’s Hearlteaf Pore Control Cleansing Oil. Whether used alone or as one half of a double-cleanse routine, it’ll effectively wash off all makeup and grime and unclog pores and blackheads.

Type: Cleansing oil

Key ingredients: Heartleaf extract, jojoba seed oil, sunflower seed oil, olive oil

5-star reviews: 4,844

BUY NOW – $20

4 / 5

Niacinamide 10% + Tranexamic Acid 4% Dark Spot Correcting Serum ($19)

The brand’s newest launch is a lightweight serum made with soothing niacinamide and spot-reducing tranexamic acid (TXA). With continued use, the formula will brighten skin, even out tone, clear pores and fade stubborn dark spots, hyperpigmentation, post-acne scars, sun spots and other forms of discoloration for a clear, hydrated complexion.

Type: Serum

Key ingredients: Niacinamide, tranexamic acid, arbutin, hyaluronic acid, ceramides

5-star reviews: 275

BUY NOW – $19

5 / 5

Heartleaf 70 Intense Calming Cream ($28)

No skincare routine is complete without moisturizer, and Anua’s will leave your skin soothed, hydrated and visibly tighter. The formula contains the brand’s go-to anti-inflammatory, heartleaf extract, to calm irritated skin, moisturizing ceramides and skin barrier-strengthening pantheol. It’s also fast-absorbing and fragrance-free, ideal for those with sensitive skin.

Type: Moisturizer

Key ingredients: Heartleaf extract, ceramides, pantheol

5-star reviews: 420

BUY NOW – $28