When an unfamiliar skin care ingredient catapults a niche brand to viral success on TikTok and Amazon, it is a sure sign that it's going to spark a broader trend.
Heartleaf extract, derived from the leaves of the Houttuynia cordata plant, has been revered for centuries in traditional East Asian medicine.
As a skin care ingredient, heartleaf extract has been gaining popularity in South Korea for its soothing properties due to its abundant presence of flavonoids and polysaccharides and suitability for sensitive, irritated or inflamed skin and ability to strengthen the skin barrier.
Beauty product developer Kristin Liang explains: “Similar to centella, heartleaf has soothing, anti-inflammatory skin care benefits that are especially great for acne-prone skin.
“Heartleaf has always been a popular ingredient in K-beauty, but over the last few years it's gained traction in the United States.
“Similar to centella, heartleaf has soothing, anti-inflammatory skin care benefits that are especially great for acne-prone skin.”
According to consumer data trends platform Spate, 'heartleaf' was one of the fastest growing ingredients in terms of searches alongside 'toners' in the US, and this has largely been driven by K-beauty brand Anua's Heartleaf 77 Soothing Toner, which has gone viral on TikTok.
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