Anua's Collagen + Retinol Refining Cream, priced at $35, has sold out multiple times since its March launch, a surge that followed a TikTok video in which Kendall Jenner, a brand ambassador for the line, showed herself using the cream's built-in gua sha tool as part of a post-workout routine, according to Elle. The cream pairs a metal, W-shaped sculpting applicator with a formula built around encapsulated retinol, collagen and peptides.
The brand describes the retinol as "encapsulated," meaning it's wrapped in a protective polymer intended to deliver the ingredient to deeper skin layers more slowly and with less surface irritation than standard retinol. Collagen molecules are generally considered too large to be absorbed through topical skincare, so in this formula they're included mainly for hydration and to give the cream a lightweight, non-greasy texture as the tool glides over skin.