This Sleeper K-Beauty Brand Should Be on Your Radar

Korean skin-care routines are renowned for delivering results. Whether it’s clearing up breakouts or tightening and brightening skin, you can bet there’s a host of products to handle the job. But K-beauty brands are not just revered by beauty professionals. The K-beauty scene on TikTok thrives from everyday people sharing their experiences, creating buzzy moments and trends. For many brands, virality equals more than exposure. Sales on TikTok shop and Amazon soar after viral moments, and fuel the expansion of small brands into superstores like Ulta and Sephora.

Anua, a simple ingredient-focused brand, is the latest to experience viral fame. A recent report from Spate and Yipitidata shows that the brand is booming in Amazon’s skin-care space and has reached cult status across TikTok’s skin-care community. While legacy brands continue to be successful, the rise of Anua shows a shift in consumer interest toward newer, buzz-driven brands. Anua in particular has grown significantly on the platform thanks to brand partnerships and commission-eligible content. There are skin-care staples and regimen-focused bundles on Anua’s website, but several products stand out on TikTok for their visual results and glowing reviews.

Anua Products to Try

1 / 5

Heartleaf Pore Control Cleansing Oil ($20)

This lightweight cleansing oil is a staple in Auna’s glass skin routine. It uses sunflower seed oil to dissolve makeup and remove excess sebum from the skin. The formula also stars heartleaf to soothe irritation and keep the skin hydrated.

• BUY ON ULTA – $20
• BUY ON AMAZON – $20

2 / 5

Niacinamide 10 TXA 4 Serum ($22)

This serum gets high marks on TikTok from creators and dermatologists, thanks to a unique blend of niacinamide and tranexamic acid. Together, they pack a potent punch against hyperpigmentation and dark spots. improving tone and texture.

• BUY ON ULTA – $22
• BUY ON AMAZON – $22

3 / 5

Rice Enzyme Brightening Cleansing Powder ($20)

Powder cleanser doesn’t always deliver, but this one lives up to the hype. It doubles as a face wash and gentle exfoliant to brighten and even tone and texture. Plus, the formula includes ceramides to combat dryness and promote hydration.

• BUY ON ULTA – $18
• BUY ON AMAZON – $20

4 / 5

7 Rice Ceramide Hydrating Barrier Serum ($22)

In this formula, seven types of rice extracts combine with ceramides to hydrate and protect the skin barrier. The serum also includes niacinamide for oil control and honey extract for extra hydration. The result? Glowy, radiant skin, without any greasy residue.

• BUY ON ULTA – $22
• BUY ON AMAZON – $17

5 / 5

Azelaic Acid 10 Hyaluron Redness Soothing Pad ($22)

Anua has a diverse collection of toner pads, but their azelaic acid pads are the most viral. They’re saturated with azelaic acid, which is ideal for clearing up breakouts and gentle enough for sensitive skin. Plus, the pads have the ability to stretch to easily cover large areas.

• BUY ON ULTA – $22
• BUY ON AMAZON – $22