Kendall Jenner Is Anua's Global Ambassador — Here's What's Actually Worth Trying
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Korean skincare stopped being a niche interest a while ago. But when a brand signs its first-ever global ambassador and that ambassador is Kendall Jenner, a lot of people who weren't paying attention suddenly are.
The brand is ANUA, and the attention is real.
Here's the part most articles skip, though: Jenner is a paid brand ambassador, not an unaffiliated fan. Anua announced the multi-year partnership in 2026, making her the first celebrity ambassador in the brand's history. That doesn't make her opinion worthless — she has said she used the products before the contract — but it does mean her endorsement should be read the way you'd read any paid endorsement.
Which brings us to the more useful question. Not "what does Kendall use?" but:
Which Anua formula actually fits your skin?
Explore the full lineup and Shop ANUA today.
What Kendall Jenner Has Actually Said About Anua
Worth being precise here, because a lot of coverage blurs it.
In statements released around the partnership announcement, Jenner said she first discovered the brand's double cleanser and that it changed her skin, and that she also likes the azelaic acid serum and the PDRN products for a dewy glow.
That's the documented connection. Three things she named: the double cleanse, the azelaic serum, and PDRN.
And here's where we'll be straight with you: of those, we currently carry the double cleanse. We don't carry Anua's azelaic acid serum, the PDRN Collagen Glow Facial Serum Spray from the campaign, or the Zero-Cast sunscreen. We do carry different PDRN products, which is not the same as carrying the ones she's photographed with.
We'd rather tell you that than quietly point you at something adjacent and let you assume.
Say Hello To Glow has no relationship with Kendall Jenner, and nothing here is endorsed by her.
What Is Anua?
A Korean skincare brand founded in 2019, built around focused ingredient families rather than one hero product. That structure is genuinely useful for shoppers, because it means you can pick a lane rather than guess.
The families we carry:
- Heartleaf — comfort-focused cleansing and hydration
- Niacinamide + TXA — uneven-looking tone and dullness
- PDRN + hyaluronic acid — hydration and plump-looking radiance
- Rice — glow and barrier-supportive hydration
- Birch — moisture, for drier skin
- Peach — lighter brightening and glow
Pick the family that matches your concern. That one decision narrows 21 products to three or four.
Want the full product-by-product breakdown? Our complete ANUA Korean skincare guide covers the entire collection. This article is the shorter version — which ones to actually start with.
Start Where She Started: The Double Cleanse
This is the one piece of Jenner's routine we can honestly put in front of you, and conveniently it's also the step that makes the biggest practical difference for most people.
| Product | Role | Best for | When | Price |
|---|---|---|---|---|
| ANUA Heartleaf Pore Control Cleansing Oil | First cleanse | Makeup and sunscreen removal | Evening | $22.00 |
| ANUA Heartleaf Quercetinol Pore Deep Cleansing Foam | Second cleanse | Remaining surface buildup | Evening, or AM if needed | $20.00 |
How double cleansing works: the oil goes on dry skin first, because oil dissolves oil — that's what lifts sunscreen and makeup without scrubbing. The foam follows to clear what's left.
You don't need to do this twice a day. It's an evening step, for days you wore sunscreen or makeup. In the morning, one gentle cleanse or a plain rinse is usually plenty.
If your skin runs dry or reacts easily, the ANUA Heartleaf Pore Control Cleansing Oil Mild ($20.00) is the gentler version of the same idea.
Shop the Heartleaf Cleansing Oil →
The PDRN Serum People Keep Asking About
PDRN is one of the most-discussed ingredients in Korean skincare right now, and the ANUA PDRN Hyaluronic Acid Capsule 100 Serum ($30.00) is where most people meet it.
What PDRN is, plainly: a polynucleotide, typically sourced from salmon DNA, used in cosmetic formulas positioned around hydration and radiance. In a serum, its job is to help skin feel hydrated and look plumper and dewier.
What it isn't: an injectable, or a substitute for one. Cosmetic PDRN in a serum doesn't regenerate tissue or heal anything, whatever the broader conversation around the ingredient sometimes implies. The honest version is still appealing — it's just smaller than the hype.
Who might like it: anyone whose main complaint is dehydration, dry-feeling skin, or a complexion that looks flat rather than dewy. It's also a reasonable pick for mature skin, where hydration tends to be the highest-value step.
Prefer a pad format? The ANUA PDRN 100 Hyaluronic Acid Glow Pad ($23.00) covers similar ground in a sweep-on step.
Shop the PDRN Capsule 100 Serum →
If Dark Spots Are Your Concern, Take a Different Path
This is the most important point in the article.
Celebrity buzz sends everyone toward the same two or three products. But if your actual concern is uneven-looking tone rather than dehydration, the PDRN serum isn't your product. It's a hydration step. It will hydrate beautifully and do very little about discoloration.
For tone, the ANUA Niacinamide 10 TXA 4 Serum ($24.00) is the targeted option — 10% niacinamide with 4% tranexamic acid, formulated for the look of dark spots, post-acne marks and dullness.
It helps improve the appearance of uneven tone over time. It isn't a treatment for any pigmentation condition, and anything claiming otherwise is overselling.
Choosing between the tone-focused options
| Product | Format | Best for | Price |
|---|---|---|---|
| ANUA Niacinamide 10 TXA 4 Serum | Serum | The most targeted tone care here | $24.00 |
| ANUA Niacinamide 5 TXA Brightening Pad | Toner pad | Convenience — lower strength, sweep-on | $23.00 |
| ANUA Peach 70 Niacin Serum | Serum | Everyday glow rather than targeted correction | $22.00 |
| ANUA Peach 77 Niacin Essence Toner | Toner | A lighter brightening-and-hydration step | $14.00 |
Don't use all four. Pick the serum or the pad, and let your toner be a toner.
For the Glass-Skin-Looking Glow: Rice
If what you're after is the dewy, light-reflecting finish people call glass skin, the Rice family is the relevant one.
The ANUA Rice 70 Glow Milky Toner ($23.00) is a milky hydrating toner — lighter, glow-focused, and the easier entry point. The ANUA 7 Rice Ceramide Hydrating Barrier Serum ($23.00) adds ceramides and does more barrier-supportive work.
Worth saying plainly: glass skin is a look, created by well-hydrated skin reflecting light evenly. No product delivers poreless perfection, and the ones promising it are the ones to be sceptical of.
If You Want the Simplest Possible Anua Routine: Heartleaf
Three products, one family, no decisions:
- ANUA Heartleaf 77 Soothing Toner — $23.00
- ANUA Heartleaf 80 Moisture Soothing Ampoule — $26.00
- ANUA Heartleaf 70 Daily Lotion — $26.00
Toner → ampoule → lotion. $75.00 for a complete hydration routine with no strong actives in it.
This suits people who want comfort over correction, prefer gentler-feeling routines, or simply don't want to think about layering order. Add the ANUA Heartleaf 77 Soothing Mask ($5.00) when skin wants extra.
These are hydration and comfort products. They don't treat rosacea, eczema or any inflammatory skin condition — if that's what you're dealing with, that's a dermatologist conversation.
For Mature or Dry-Feeling Skin
A lot of our readers are over 40, and the Anua lanes that matter most here are hydration and moisture rather than the trending ones.
Hydrate → Treat → Moisturize:
- Hydrate: ANUA Rice 70 Glow Milky Toner ($23.00) or the ANUA Birch Moisture Boosting Pad ($14.00)
- Treat: ANUA PDRN Hyaluronic Acid Capsule 100 Serum ($30.00) for plump-looking hydration, or the ANUA 7 Rice Ceramide Hydrating Barrier Serum ($23.00) for barrier support
- Moisturize: ANUA Birch 70 Moisture Boosting Cream ($30.00)
Three products. You don't need all six, and the ANUA Birch 70 Moisture Boosting Serum ($22.90) is an alternative to the cream rather than an addition to it.
What About the Retinol?
The ANUA Retinol 0.3 + Niacin Renewing Serum ($25.00) is the most advanced thing in the collection, and it's the product we'd least recommend to someone who arrived here because of a celebrity partnership.
If you're new to actives, start somewhere else. If you do want it:
- Evening only, two or three nights a week to begin with
- Follow the directions on the product page rather than general advice
- Don't stack it with other strong treatments
- Wear sunscreen every morning
- Scale back if your skin feels uncomfortable — that's the correct response, not a failure
Which Anua Product Should You Try First?
- You wear makeup or sunscreen daily → Heartleaf Pore Control Cleansing Oil, $22.00
- You want a simple everyday toner → Heartleaf 77 Soothing Toner, $23.00
- Hydration and plump-looking skin → PDRN Hyaluronic Acid Capsule 100 Serum, $30.00
- Uneven-looking tone → Niacinamide 10 TXA 4 Serum, $24.00
- Dewy glow → Rice 70 Glow Milky Toner, $23.00
- Dry-feeling skin → Birch 70 Moisture Boosting Cream, $30.00
- You're experienced and want an evening treatment → Retinol 0.3 + Niacin Renewing Serum, $25.00
- You want to try the brand for $5 → Heartleaf 77 Soothing Mask
Build a Five-Step Anua Routine
Morning
- Heartleaf Quercetinol Cleansing Foam, or a plain water rinse
- Heartleaf 77 Toner or Rice 70 Glow Milky Toner
- One serum — PDRN for hydration, Niacinamide TXA for tone, or 7 Rice Ceramide for barrier support
- Heartleaf 70 Daily Lotion or Birch 70 Moisture Boosting Cream
- Sunscreen
An honest note on step five: we don't currently carry an Anua sunscreen. Anua makes one, but it isn't in our collection, so an all-Anua morning routine isn't possible here — you'll need an SPF from another brand. Browse all Korean skincare for options.
Evening
- Heartleaf Pore Control Cleansing Oil
- Heartleaf Quercetinol Cleansing Foam
- Toner
- One treatment serum
- Lotion or cream
The retinol serum replaces your usual treatment on the nights you use it. It doesn't go on top.
Anua by Skin Goal
| Your goal | Consider | Price |
|---|---|---|
| Makeup and SPF removal | Heartleaf Pore Control Cleansing Oil | $22.00 |
| Everyday cleansing | Heartleaf Quercetinol Cleansing Foam | $20.00 |
| Calm-feeling hydration | Heartleaf 77 Soothing Toner | $23.00 |
| Deep hydration and glow | PDRN Hyaluronic Acid Capsule 100 Serum | $30.00 |
| Uneven-looking tone | Niacinamide 10 TXA 4 Serum | $24.00 |
| Barrier support | 7 Rice Ceramide Hydrating Barrier Serum | $23.00 |
| Glass-skin-looking glow | Rice 70 Glow Milky Toner | $23.00 |
| Dry-feeling skin | Birch 70 Moisture Boosting Cream | $30.00 |
| Advanced evening care | Retinol 0.3 + Niacin Renewing Serum | $25.00 |
| Occasional extra | Heartleaf 77 Soothing Mask | $5.00 |
Are the Kendall-Connected Products the Best Ones?
Not necessarily — and not for everyone.
A celebrity partnership is excellent at one thing: making you aware a brand exists. It's genuinely useful for that. What it can't do is tell you whether a formula suits your skin type, your budget, your tolerance or the specific thing you're trying to change.
Someone who arrives here because of Jenner may well end up with the Rice line, or the TXA line, or Birch — none of which she's publicly associated with. That's not a failure of the recommendation. That's the system working.
Is Anua Worth the Hype?
A fair question, and the answer isn't a simple yes.
What's genuinely good: the ingredient-family structure makes choosing easier than most brands manage. There are multiple cleanser formats, several toner options, targeted tone serums, PDRN products, rice and ceramide formulas, and moisturizers for different textures. Nothing in our collection costs more than $30.00, which makes experimenting low-risk.
What's honest to say: our Anua collection has no sunscreen, so you can't build a complete morning routine from this brand alone here. And several of the products Jenner is specifically associated with aren't in our range.
Anua is a well-built, accessible brand with real range. It isn't magic, and the hype outpaces any skincare brand's actual capability — which is true of every brand with a famous ambassador.
What Not to Buy Just Because a Celebrity Uses It
- Retinol, if you're new to actives. Start with hydration and build up.
- A deep-cleansing or acne-focused product, if dryness is your actual issue. That's solving someone else's problem.
- A brightening serum, if your real concern is dehydration. Different lane entirely.
- The whole routine. Nobody needs six Anua products at once.
The best product is the one that matches what your skin is actually doing. That's unglamorous advice, and it's the only kind worth giving.
Frequently Asked Questions
Does Kendall Jenner use Anua skincare?
She is Anua's first-ever global brand ambassador in a paid, multi-year partnership announced in 2026. In statements around the announcement she said she discovered the brand's double cleanser before the partnership and that it changed her skin. Treat it as a paid endorsement by someone who says she was already a user.
Which Anua products has Kendall Jenner talked about?
Publicly, the double cleanse, the azelaic acid serum, and the PDRN range. Of those, we carry the Heartleaf Pore Control Cleansing Oil and Heartleaf Quercetinol Cleansing Foam. We don't carry the azelaic serum or the PDRN spray from her campaign.
Is Anua a Korean skincare brand?
Yes — founded in South Korea in 2019, built around ingredient families including heartleaf, rice, birch, niacinamide and PDRN.
What is the best Anua product to start with?
It depends on your concern. Makeup or sunscreen wearers should start with the cleansing oil. For hydration, the PDRN serum. For uneven tone, the Niacinamide 10 TXA 4 serum. For $5, the Heartleaf mask is the cheapest way to try the brand at all.
Is the Anua PDRN serum good for dry-looking skin?
It's formulated for hydration and a plumper, dewier look, so yes — that's its lane. For deeper moisture you'd pair it with a cream like the Birch 70 Moisture Boosting Cream.
Which Anua product is best for dark spots?
The Niacinamide 10 TXA 4 Serum is the most targeted option for the appearance of uneven tone. The PDRN serum is a hydration product and won't do much here.
Does Say Hello To Glow sell Anua sunscreen?
No. Our current Anua collection has 21 products and none of them is an SPF. You'll need a sunscreen from another brand to complete a morning routine.
How do you build an Anua routine?
Cleanse, hydrate with a toner, one treatment serum chosen by concern, then a lotion or cream — plus sunscreen in the morning from another brand. Five steps, one serum, no stacking.
Find Your Anua Routine
Celebrity buzz is a fine way to discover a brand. It's a poor way to choose a product.
Start with what your skin is actually doing — dry, dull, uneven, congested, or simply uncomfortable — and let that pick the lane. Anua's structure makes this unusually easy, and at under $30 a product, getting it slightly wrong isn't expensive.
Want all 21 broken down in detail? Read our complete ANUA Korean skincare guide.
Shop all ANUA at SayHelloToGlow.com →
Or start from your concern: Dryness · Sensitivity & Redness · Darkness & Uneven Skin Tone · Aging & Fine Lines. Not sure? Take the skin quiz.
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Kendall Jenner is a paid global brand ambassador for Anua. Say Hello To Glow has no affiliation with Kendall Jenner, and she has not endorsed this website or any recommendation made here. Statements attributed to her are drawn from public reporting around the Anua partnership announcement.
This article refers to cosmetic, appearance-related benefits only. Products mentioned are not intended to diagnose, treat, cure, or prevent any disease or skin condition. Prices and availability were verified at the time of writing and are subject to change.