The multitasking brightening serum k-Beauty lovers swear by
If you’ve spent even five minutes scrolling skincare TikTok, consulting Reddit skin threads, or browsing “what’s trending” shelves, you’ve probably already seen it: a minimal white bottle stamped with ANUA.
Specifically, the Niacinamide 10% + TXA Serum.
It’s gone viral more than once. It’s chronically sold out. And no, it’s not just another pretty bottle riding the hype cycle.
There’s a reason this formula has quietly slipped into the routines of dermatologists, estheticians, and people who “don’t normally like actives.”
Let’s get into why.
Why this serum stands out
ANUA didn’t stop at niacinamide and call it a day.
They built a formula designed to target the root causes of uneven tone — think redness, stubborn hyperpigmentation, post-acne marks, and general dullness — and they did it without compromising skin comfort.
A powerful trio leads the charge:
10% Niacinamide
- Visibly fades dark spots
- Helps reduce excess oil
- Minimises the look of pores
- Strengthens the moisture barrier
Niacinamide is already a superstar, but at 10% — the sweet spot — it’s firm without being irritating.
4% Tranexamic Acid (TXA)
TXA is the ingredient derms reach for when they mean business.
It can help reduce:
- Melasma
- Post-inflammatory pigmentation
- Redness + blotchiness
It works by interfering with the pathways that produce excess melanin — meaning fewer new dark spots form.
2% Alpha-Arbutin
A gentle brightener that smooths uneven patches and encourages a more consistent, seamless glow.
Together, they target discolouration from multiple angles.
Not one-note. Not overly aggressive. Just smart.
the texture: weightless, watery, zero stickiness
Some serums cling to the surface and never fully settle.
This is the opposite.
The texture is closer to an essence — featherlight, fast-absorbing, and instantly soothing. It layers easily under moisturisers and sunscreen, and it doesn’t pill under makeup.
Morning or night, it slips in effortlessly.
Zero fuss. Instant comfort.
soothing Ingredients
Brightening formulas sometimes come with dryness or irritation.
Not here.
ANUA cushioned the active trio with barrier-loving hydrators:
- Hyaluronic Acid
- Glycerin
- Panthenol
- Ceramides
These ingredients pull water into the skin and then lock it in — keeping the barrier resilient, bouncy, and far less prone to sensitivity.
Think: brightening without the burn.
Sensitive skin approved
If your skin tends to freak out around strong actives, this formula may surprise you.
It’s:
- Non-comedogenic
- Hypoallergenic
- Fragrance-free
- Alcohol-free
- EO-free
- Derm-tested
This makes it especially popular among:
- Acne-prone skin
- Rosacea-leaning skin
- Post-treatment skin
- Easily irritated routines
Plenty of users report smoother tone, reduced redness, and fewer inflamed breakouts after just a few weeks.
When you’ll see results
Many brightening formulas ask for 8–12 weeks of patience.
This one moves quicker.
Most people notice an improvement within 7–14 days, including:
- Less blotchiness
- Fading post-acne marks
- More even tone
- Smoother texture
- Calmer skin
- Pores looking more refined
Consistency → payoff.
The glowing reviews aren’t just social hype. InStyle spotlighted it as a top pick for “glass skin radiance,” and the New York Post named it the best niacinamide serum for redness.
Over 50,000 bottles sold globally in under a month.
Not bad for a serum under $40.
Who benefits most?
Ideal for:
- Melasma
- Hyperpigmentation
- Post-acne marks
- Redness + reactive skin
- Dullness
- Uneven texture
- Enlarged pores
Great for both beginners and seasoned active users wanting a more complete brightening routine.
If your goals are clearer tone, calmer skin, and a smoother, more refined finish, this fits seamlessly.
final thoughts
The buzz around Anua’s Niacinamide 10% + TXA Serum isn’t manufactured; it’s earned.
It’s thoughtful.
It’s gentle.
It’s effective.
And it’s affordable.
No drama.
No gimmicks.
Just a formula that delivers steady, visible results, and makes the daily ritual of skincare feel so much easier.
If you’re looking for brighter, more even, calmer skin, this might just become your new favourite step.
