Buying list · Masks & treatments · #128 of 150

Anua — Heartleaf 77 Clear Pad

MVR 365Recommended shelf price
incl. 8% GST
15%Gross margin
after landed cost
1.35MVR per gram
value density
MVR 286Landed cost
at MVR 19.37/USD
Value-density warning

At MVR 1.35 per gram this product sits below the working threshold of 2.05. It will not carry its share of freight and fixed cost. Stock only if it earns its place as a range-completer or a deliberate traffic driver.

Landed cost to shelf

StepUSDMVRBasis
FOB Korea (wholesale)8.5350 per cent of the USD 17.05 list price — Q-depot bulk terms
Cost basis used286customs cost per kg — the more conservative of the two routes
Freight, weight-rated0.243270 g × USD 0.90/kg
CIF at Malé14.33
Import duty0.000% MFN — National Tariff 2026
Revenue fee + clearing0.431% customs value + 2% CIF
Landed cost14.76286Converted at the blended effective rate
Shelf price (GST-incl)365observed Maldivian shelf price
Net of GST3388% general sector
Gross profit per unit5215.4% margin · MVR 0.19 per gram

Effective FX of MVR 19.37 per USD assumes 35% of dollar requirements met at the official MVR 15.42 and the balance at the parallel MVR 21.50. Converting at the peg alone would understate this landed cost by about a third.

Specification

Brand
Anua
Product
Heartleaf 77 Clear Pad
Category
exfoliant
Sub-category
PHA (gluconolactone) dual-sided 7cm toner pad in a tub; 270 g shipped against a ~US$22 RRP - watch freight per unit
Sizes available
70 pads / 160 ml; 70 pads + 70-pad refill set (Olive Young Global GA240925748); 2 x 70-pad bundle (YesStyle); 3-type and 4-type Anua pad refill sets
Size stocked
70 pads / 160 ml
Gross shipped weight
270 g
Shelf life / PAO
Not disclosed
Key ingredients
Houttuynia Cordata Flower/Leaf/Stem Water, Gluconolactone (PHA), Propanediol, Betaine, Evening Primrose Flower Extract, Pueraria Lobata Root Extract, Centella Asiatica Extract, Madecassoside (YesStyle ingredient list)
Concern addressed
Sensitive acne-prone skin; blackheads, whiteheads, excess sebum, enlarged pores, rough texture
Popularity evidence
iHerb SG 750+ sold in 30 days (obs. 2026-08-30). Amazon.sg '[ANUA] HEARTLEAF 77% TONER PAD (70EA)' 4.4 from 3,889 ratings, Best Sellers Rank #1,214 in Beauty and #10 in Face Toners, currently unavailable (obs. 2026-08-30). YesStyle Bestseller Rank #3 in Exfoliators, 228 reviews (obs. 2026-08-30). Lazada Singapore listing shows 95 sold at S$14.50; Shopee SG official Anua store lists 70ea at S$28.52 (obs. 2026-08-30).
Available across Asia
Singapore (Amazon.sg, iHerb SG, Shopee SG official store, Lazada SG, Guardian SG, hush.sg SGD 20.90, cocomo.sg), Maldives.
Already sold in the Maldives
yes - LANEVE (lanevemv.com, MVR365.00) and LeCute (lecute.com, MVR450.00 for the 160ml)
Likely HS chapter
33 — cosmetics
Duty risk
Low — 0% MFN line
Source file
patches-treatments.csv

Sources