TikTok is full of gimmicks. The product looks cool or has a funny name, but doesn’t actually live up to the hype. However, sometimes you come across those hidden gems that look cool and are actually good for your skin, like the new Anua cleanser.
I got my hands on the Anua Rice Enzyme Brightening Cleansing Powder Twice a Day. It started with an email from a promotional artist highlighting the Korean beauty brand’s new line — a trio of rice-derived products (cleansing powder, toner, and serum) for glass-like skin. Then I saw this cleansing powder again on my TikTok feed. One user showed themselves playing with white slime that turns into a thick, dough-like foam when massaged with hands or on the face. Playing with this goo is definitely satisfying, but users also love the deep-cleansing effects it provides.
What is cleansing powder?
Dermatologist Dr. Noah Gratch says that for most of us, this Anua formula is different from our daily cleanser because it’s a powder that turns into a foam or paste when activated with water. “A powder cleanser can be better than a regular cleanser because you can customize it to the texture you prefer,” he explains. Add more water for a thicker, mask-like consistency, or less water for a thinner, serum-like consistency. Dermatologist Dr. Brendan Camp says that in addition to customization, the drying nature of cleansing powders offers additional benefits, like a longer shelf life and ease of portability.
Does Anua Cleansing Powder really work?
The key ingredient in Anua’s formula is rice extract, which Gratch says is “rich in antioxidants, vitamins B and E, which help brighten and soothe the skin.” Rice has long been a mainstay of Eastern beauty: “As an affordable and natural ingredient, it can easily be added to a daily skincare routine,” Dr Madhuri Agarwal, founder of Yavana Aesthetics Clinic, previously told Eskume India. “Meanwhile, Japanese and Korean women have been using it in their skincare for centuries as it is rich in minerals that contribute to healthy skin.”
Alpha-arbutin has brightening properties and is often used to improve pigmentation, dark spots, and uneven skin tone. Papain—an enzyme extracted from papaya—gives it exfoliating properties. “It clears pores, causes little or no skin irritation, and has many anti-inflammatory benefits,” says Glass.
When I was testing the product, I poured a little more than a nickel-sized amount of powder into my hands and mixed it with water to form a paste-like consistency. Once sticky, I massaged it onto my face as usual. Honestly, it’s fun to play with the texture — it makes my nightly routine feel like a teenage science experiment rather than a monotonous daily chore. I had a moment of surprise that made me eager to continue massaging the sticky mixture onto my skin. Every beauty expert I’ve gone to emphasizes the importance of washing your face for at least a minute; but honestly, when I’m in a rush or don’t want to stand in front of the sink, I wash for a maximum of 30 seconds. However, with Anua, a 60-second face wash is much easier, giving the formula enough time to penetrate the skin and fully remove dirt, oil, and impurities.
While I’m happy with the actual cleansing practice, I’m equally happy with the results – clean, soft and softening, are the words I wrote after my first try. Instead of stripping my skin of its natural moisture, it leaves me feeling balanced. While the formula is rich in exfoliants and enzymes, glycerin, allantoin and ceramides counteract these ingredients while nourishing and strengthening the skin barrier.
Grath and Camp recommend it for those with oily, normal, combination and sensitive skin due to its gentle exfoliating properties, and it’s best suited for those looking for deep, gentle cleansing, brightening and skin softening properties. I’m not one to switch up my skincare products frequently, but Anua’s Virus Cleanser has definitely earned a permanent spot in my routine.
Meet the experts
Dr. Brendan Camp, MD, is board certified in dermatology and dermatology and sees patients at MDCS Dermatology in New York.
Dr. Noah Gratch, MD, FAAD is a board-certified dermatologist who specializes in treating acne, eczema, hyperhidrosis, rosacea, psoriasis, and skin cancer.
