Syncly Social Index
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Skincare
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Anua on video, September 2026
Anua leads the Syncly Social Index for skincare in September 2026 with a score of 74.5. It had fewer videos than Medicube or SKIN1004 (4,663), but it had the broadest creator base in the panel and the highest untagged share among the top three. Its single biggest video was Kendall Jenner's paid PDRN routine at 9.8M views.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Anua maxes out two components. Untagged share scores 100: 29% of sampled videos showed or said Anua without naming it in the caption, hashtags or handles. Creator breadth also scores 100, because its top 10 creators made just 2.3% of its videos, the lowest concentration among the 10 brands.
Momentum is solid at 66.7, with share of beauty video up 23% from August. Share of voice (10.9% of panel mentions) scores 77.8. Sentiment and reach sit mid-pack at 50 each: 55% of organic sampled videos were positive and 4 of 51 were negative, and 2.9% of videos passed 100k views.
Key numbers
change in share of category videos vs. the prior month
A month of Anua videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Anua videos are about
Sep 16 (218 videos, the month's high): Kendall Jenner posted her Anua PDRN routine, serum then mist then cream (9.8M views, watch).
Sep 18 (195): Watsons Turkey ran a giveaway to mark Anua's arrival in its stores (820K views, watch).
Sep 13 (192): no single video broke out. The top one, an Argentine retailer's demo of the Collagen Retinol Gua Sha Cream, reached 78K views (watch).
PDRN is the center of Anua's September conversation. The term appears in 720 videos, and the PDRN Hyaluronic Capsule 100 Serum (1,036 videos), Capsule Cream (868) and Capsule Mist (742) are its three most-named products. The cream grew fastest, up 46% in share from August. Acne and redness care is the second thread: azelaic acid appears in 319 videos and retinol in 401.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
PDRN Hyaluronic Capsule 100 Serum | 0 | +24% |
PDRN Hyaluronic Capsule Cream | 0 | +46% |
PDRN Hyaluronic Capsule Mist | 0 | +33% |
Azelaic Acid 15 Intense Calming Serum | 0 | +28% |
Niacinamide 10% + TXA 4% Serum | 0 | +7.8% |
Rice line (Rice 70 Glow Milky Toner / Rice Ceramide Serum) | 0 | +28% |
Heartleaf Pore Control Cleansing Oil | 0 | +19% |
Top keywords
Top hashtags
Where and who
TikTok carries 54% of Anua videos (2,501), Instagram Reels 36% (1,669) and YouTube Shorts 11% (493). On TikTok, 963 videos were sponsored and 1,538 organic. 3.3% of organic TikToks passed 100k views against 1.4% of sponsored ones. No creator dominates: the most active, the brand's own @anua_global, made 14 videos. Two of the top six videos came from Turkey, where Anua launched at Watsons. Known locations were led by the US (1,133) and the UK (342).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
29% of sampled Anua videos never named the brand in text, the highest share among the top three skincare brands. A 2.8M-view Nykaa haul names the Anua PDRN cream only in speech (watch). A 1.5M-view food vlog shows an Anua serum in its Nykaa sale haul (watch). Criticism is small: one reviewer rated the Anua soothing pads 3 out of 10 (watch).
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Brands mentioned alongside Anua
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Most-viewed Anua videos
The most-viewed videos mentioning the brand this month.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.