Azelaic Acid is suddenly all over TikTok and Instagram feeds in the same way hyaluronic acid was once upon a time.
Everyone is asking what it is, what it’s used for and if it will work on their skin.
Now, Anua ambassador Kendall Jenner has just appeared in an Instagram video showcasing that she uses the Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum wish is on sale right now on Amazon Australia for $36.40, normally $42.
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This skincare ingredient has been attracting plenty of attention beyond Kendall, too.
Beauty creators and shoppers have been talking about azelaic acid as an ingredient they have added to their routines, especially when they want to target the appearance of uneven texture, blemishes, redness and post-blemish marks.
What is azelaic acid?
Azelaic acid is an ingredient used in skincare formulations designed to help improve the appearance of uneven skin tone and texture.
In this Anua serum, it is formulated at 10 per cent alongside hydrating and conditioning ingredients.
The formula also contains three types of hyaluronic acid and panthenol, alongside squalene, glycerin, beta-glucan and allantoin.
Anua says the formula is designed to help calm the appearance of blemishes and redness while supporting the skin barrier and providing hydration.
The serum also contains Cica and blue tansy oil as part of Anua’s Gentle Calming Complex. Its naturally derived green tint is intended to help visually neutralise the appearance of redness immediately after application.
Importantly, individual results will vary. Skincare ingredients can behave differently depending on your skin, the rest of your routine and how frequently you use them.
What are shoppers saying?
The reviews are particularly interesting because they show how differently people can experience the same product.
One shopper said that after using the Anua serum consistently for four to five weeks, they noticed their blemishes appeared less pronounced and that their skin looked and felt more comfortable.
Another said the first couple of weeks weren’t perfect, but after continuing with the product, they felt their skin looked smoother, their pores appeared smaller and their complexion looked more even.
A third shopper described it as an essential part of their skincare routine, saying they liked the way it made their pores and skin texture appear.
These are individual consumer experiences rather than guarantees of what the serum will do for everyone, but they do help explain why the product has found its way into so many skincare conversations.
What skin type is azelaic acid best suited for?
This is where things get interesting.
Azelaic acid can be incorporated into routines across a range of skin types, including oily, combination, normal and sensitive skin, depending on the individual formula and how your skin responds.
The Anua serum is specifically formulated with hydrating ingredients and is positioned as suitable for everyday skincare.
Anua recommends starting with one to two drops, once or twice a week, before gradually increasing frequency as tolerated.
The serum can be applied between toner and moisturiser, and sunscreen should be the final step of your morning routine.
The Kendall Jenner seal of approval certainly doesn’t hurt its TikTok credentials, either.
The Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum may have arrived on my feed via Kendall, but azelaic acid’s sudden popularity suggests this trend has legs beyond celebrity skincare.
And if your algorithm has also decided that you need to know everything about azelaic acid immediately, at least now you know what everyone is talking about.
