Niacinamide is arguably the most popular single skincare ingredient in Malaysia right now. The percentage on the bottle — 3%, 5%, 10% — has become a shorthand for potency. But that shorthand is misleading. This article compares Hanasui, Anua, and MIINIDA on what the research actually says about concentration.
What Does Niacinamide Actually Do?
Brightening / tone-evening: Interferes with the transfer of melanosomes from melanocytes to skin cells — different from tyrosinase inhibition, working at a later stage in the pigmentation process.
Pore appearance: Helps with the appearance of enlarged pores through improving skin elasticity and sebum regulation.
Barrier support: Supports ceramide synthesis, contributing to a stronger moisture barrier — especially relevant in hot, humid climates.
Sebum regulation: At 2% and above, helps regulate sebum production, valuable for oily and combination skin.
The 3% vs 10% Debate — What Research Actually Says
The most commonly cited clinical study on niacinamide for brightening used 5% over 8 weeks. The dose-response relationship is not linear — 10% does not produce proportionally better results than 5%. At higher concentrations some users experience flushing or irritation. A well-formulated 3% serum used consistently is likely to outperform a poorly tolerated 10% product abandoned after two weeks.
Hanasui Niacinamide Serum
An Indonesian brand with strong distribution across Southeast Asia, particularly via e-commerce platforms.
Key highlights: Niacinamide (concentration not publicly disclosed), Aloe vera extract, Hyaluronic acid. Best for: Budget-first shoppers wanting to introduce niacinamide without significant financial commitment. Price: RM 10–25.
Anua Niacinamide 10% + TXA 4% Serum
Significant traction in Malaysia via TikTok Shop and Shopee. A dual-high-concentration active serum targeting two different stages of hyperpigmentation.
Key highlights: Niacinamide 10%, Tranexamic Acid 4%, Heartleaf extract. Best for: Resilient or oily skin with established routines who want to target stubborn dark spots. Not the best starting point for sensitive skin. Price: RM 60–90.
MIINIDA Jeju Glow & Balance Serum — The Balanced Approach
MIINIDA builds around a functional base principle — replacing purified water with two botanical waters from Jeju Island. Panthenol at 3% is well above trace levels (0.5–1%) used in most serums, contributing genuine barrier repair and sustained hydration.
Key highlights: Niacinamide 3%, Panthenol 3%, Jeju Cica Water (Centella leaf water), Mandarin Water (Jeju citrus — antioxidant base). Best for: Sensitive, combination, or all skin types. Users new to niacinamide. Those wanting daily brightening and barrier support in a single product. Price: RM 39 / 30ml.
Comparison Table
| Hanasui Niacinamide Serum | Anua Niacinamide 10% + TXA 4% | MIINIDA Jeju Brightening Serum | |
|---|---|---|---|
| Niacinamide % | Not disclosed | 10% | 3% |
| Secondary active | — | Tranexamic Acid 4% | Panthenol 3% |
| Calming ingredient | Aloe vera | Heartleaf extract | Jeju Cica Water (base) |
| Active intensity | Low–Moderate | High | Moderate |
| Irritation potential | Low | Moderate–High | Low |
| Barrier support | Moderate (aloe) | Mild | High (Panthenol 3% + Cica base) |
| Best skin type | All / sensitive | Resilient / oily | All / sensitive / combination |
| Price (Malaysia) | RM 10–25 | RM 60–90 | RM 39 |
Which Niacinamide Serum Should You Pick?
Choose Hanasui if you want the most affordable entry point to niacinamide. A reasonable starting product for first-time users.
Choose Anua if your skin is oily and resilient and you want to target stubborn dark spots with a dual-active formula. Introduce gradually and avoid layering with other strong actives.
Choose MIINIDA if you want a niacinamide serum for daily morning-and-evening use without managing irritation risk. The 3% + panthenol 3% in a cica water base delivers brightening alongside genuine barrier care. At RM 39, positioned below Anua while offering a meaningfully different formulation philosophy.
Individual results vary. All claims reflect cosmetic-category benefits only.
Try MIINIDA's balanced approach. Shop the Jeju Glow & Balance Serum — RM 39.