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What Do the Numbers on Anua Products Mean? Heartleaf 77, Heartleaf 70, Rice 70 and Which to Choose in Australia
Pick up an Anua bottle and the first thing you notice is the number. 77. 70. 10. It sits on the front like a score, and it prompts the question every new shopper asks: what does it mean, and does a bigger number mean a better product? The answer is simpler than the marketing makes it look, and once you understand it, the whole range becomes easy to navigate.
The Beauty Desk · Anua · 8 minute read
Featured product
ANUA Heartleaf 70% Daily Lotion · $35.99
A light, veil-like lotion that shows how the numbering works: 70 refers to the heartleaf extract content.
If you have searched for anua products, anua 10+, anua numbers or anua australia, here is the decoder. The brand story is in our Anua in Australia guide, and everything is in the Anua collection.
Quick answer
The number is usually the percentage of the hero ingredient. Heartleaf 77 means 77% heartleaf extract. Heartleaf 70 means 70%. Rice 70 means 70% rice bran water. A number like 10 refers to an active, such as the 10% niacinamide in the Niacinamide 10% + TXA 4% Serum. A bigger number is not automatically better; it tells you what the product is built around.
How the numbering works
Retailers and reviewers explain that Anua uses its numbers as a signpost. A number like 77 refers to the share of a botanical, such as heartleaf extract, while a number like 10 refers to the percentage of an active ingredient. The labelling system helps you see at a glance what a product is focused on. It is not a quality score, and it does not mean the product is 77 per cent effective.
The Heartleaf 77 family
This is where Anua started. The ANUA Heartleaf 77% Soothing Toner ($35.00) is the original, and the ANUA Heartleaf 77% Toner Pad ($32.95, 70 pads) is the pad version. It is the step most people begin with.
The Heartleaf 70 family
Heartleaf 70 is the moisturising end of the line. The ANUA Heartleaf 70% Daily Lotion ($35.99) is a light lotion that one magazine reviewer described as quick to lend a glass-skin finish, containing 70% heartleaf extract and multiple forms of hyaluronic acid. The Anua Heartleaf 70 Intense Calming Cream ($49.00) is the richer choice.
Rice 70: the milky one
The Anua Rice 70 Glow Milky Toner ($41.00, 250ml) contains 70% rice bran water. Retailers describe it as a milky, hydrating toner that does not feel sticky, and it suits people who like a softer, creamier step than the watery Heartleaf toner. The ANUA 7 Rice Ceramide Hydrating Barrier Serum ($35.00) belongs to the same rice family, and the ANUA Rice Enzyme Brightening Cleansing Powder ($32.00) is the cleanser.
The serums with a 10 on them
When the number is small, it usually points at an active. The ANUA Niacinamide 10% + TXA 4% Serum ($41.00) is built around 10% niacinamide, with other brightening-feel ingredients, and is positioned around the look of uneven tone. The Anua Azelaic Acid 10% Hyaluron Redness Soothing Serum ($34.95) is the choice for skin that looks flushed. Introduce either slowly, patch test, and use sunscreen every morning.
PDRN 100 and the newer lines
The newest numbers sit in the PDRN range, such as the ANUA PDRN Hyaluronic Acid Capsule 100 Serum ($49.00). We explain that line, and what is realistic to expect from it, in our Anua PDRN guide.
Which number is yours?
- Want a simple first step: Heartleaf 77 toner.
- Want light moisture: Heartleaf 70 lotion.
- Want a milky, softer toner: Rice 70.
- Want a treatment step: a serum with a 10.
- Want a ready-made box: the Anua Double Cleansing Duo Set ($54.00).
Around Australia
- Sydney, NSW: Heartleaf 70 lotion for humid days.
- Melbourne, VIC: add the calming cream in winter.
- Brisbane and the Gold Coast, QLD: toner and lotion.
- Perth, WA: Rice 70 for dry air.
- Adelaide, SA: swap with the season.
- Canberra, ACT: the calming cream.
- Hobart, TAS: richer layers.
- Darwin, NT: toner pads.
Where we fit in
Eastern Curlew is an authorised Anua stockist and we dispatch from Sydney. We sell the products mentioned, so weigh our view accordingly. Prices come from the live product pages and can change.
Frequently asked questions
What do the numbers on Anua products mean?
Usually the percentage of the hero ingredient or active, such as 77% heartleaf or 10% niacinamide.
Is a bigger number better?
No. It tells you what the product is built around, not how good it is.
What is Anua Rice 70?
A milky toner containing 70% rice bran water.
Which Anua product should I start with?
Most people start with the Heartleaf 77% Soothing Toner.
Where can I buy Anua in Australia?
From Eastern Curlew, an authorised Anua stockist, dispatched from Sydney.
This article is general information only. It is not medical advice and does not replace advice from a doctor or dermatologist. Results vary from person to person, and you should patch test new products. This guide draws on our own product pages and on published reviews and editorial coverage from Australian and international beauty and K-beauty publications and independent reviewers. Product information may change. Last checked: 10 November 2026.
Ready to choose? Start with the ANUA Heartleaf 77% Soothing Toner or the ANUA Heartleaf 70% Daily Lotion.