TikTok is full of gimmicks. Products that look cool or have an interesting name, but that don’t actually live up to the hype. Sometimes, however, you stumble upon that hidden gem that’s both visually appealing and actually great for the skin—like the new Anua cleanser.
I stumbled upon the Anua Rice Enzyme Brightening Cleansing Powder twice in one day. First in an email from a publicist highlighting the K-beauty brand’s new collection—a trio of products (a cleansing powder, toner, and serum) powered by rice to achieve glass skin. I saw the cleansing powder later again on my TikTok feed. One user showed themselves playing with a white goop that pulled apart as a sticky, dough-like foam when massaged with the hands or on the face. The goo seemed genuinely satisfying to play with, but users also loved the deep clean it gave.
What is a cleansing powder?
For most of us, this Anua formula differs from our daily cleanser in that it’s a powder, which dermatologist Dr. Noah Gratch says becomes a foam or paste when activated with water. “A cleansing powder might be better suited than your general cleansers because you can customize it to whatever texture you’d like,” he notes. Add more water for a thicker, mask-like consistency, or a less for a thinner, serum-like consistency. Per dermatologist Dr. Brendan Camp, customization aside, the dryness of cleansing powders offers additional benefits like longer shelf lives and ease of portability.
Does the Anua cleansing powder really work?
Rice extract— which Gratch says is “rich in antioxidants, vitamins B and E [to] help brighten and soothe the skin”—leads Anua’s formula. Rice has long been a mainstay in Eastern beauty: “Being an economical and natural ingredient, it can be easily added to the everyday skincare routine,” Dr. Madhuri Agarwal, founder of Yavana Aesthetics Clinic previously told Vogue India. “Meanwhile, Japanese and Korean women have been using it since centuries in their skin-care regimen for its rich mineral content that aids healthy skin.”
Alpha-arbutin provides further illuminating benefits—often used to improve hyperpigmentation, dark spots, and uneven skin tone. Papain—an enzyme derived from papaya—gives it its exfoliating properties. “It clears pores with minimal to no irritation on the skin and has many anti-inflammatory benefits,” Grath says.
Testing the product for the time, I dumped a little more than a nickel-sized amount of powder into my hand, then created the paste-like goop by mixing with water. Once tacky, I massaged onto my face like usual. Honestly, the texture of it was fun to play with—it made my nighttime routine feel like a teenage science experiment, rather than a monotonous daily chore. I found that this moment of marvel made me eager to continue massaging the sticky concoction into my skin. Every facialist I’ve ever visited emphasized the importance of washing your face for at least one minute; but honestly, when I’m in a rush or don’t feel like standing over my sink, I cleanse for 30 seconds max. With the Anua, however, 60 seconds of face washing was a breeze—giving the formula enough time to work into the skin and adequately slough away dirt, oil, and impurities.
As pleased as I was with the actual practice of cleansing, I was just as satisfied with the results—clean, soft, and supple are the words I jotted down after my initial trial. Instead of stripping skin of its natural moisture, it left me feeling balanced. Though the formula is rich in exfoliants and enzymes, these are countered by glycerin, allantoin, and ceramides which simultaneously nourish and strengthen the skin barrier.
Its mild exfoliating benefits in mind, Grath and Camp would recommend it for those with oily, normal, combination, and sensitive skin types—best for someone in search of a deep, yet gentle clean with brightening and skin softening properties. I’m not one to make skin-care swaps often, was but Anua’s viral cleanser has earned a permanent spot in my routine for sure.
Meet the Experts
- Dr. Brendan Camp, MD, is double board-certified in dermatology and dermatopathology and sees patients at MDCS Dermatology in New York.
- Dr. Noah Gratch, MD, FAAD is a board-certified dermatologist who specializes in treatments for acne, eczema, hyperhidrosis, rosacea, psoriasis, and skin cancer.
Read the full article here