hince
hince is a vegan-oriented makeup brand launched in January 2019. With the slogan "Mood-Narrative," the brand aims to help individuals discover and express their unique atmosphere and latent beauty. Moving away from conventional, standardized beauty standards, hince focuses on respecting individual personality and expressing inner emotions through color and texture. The brand is particularly renowned for its unique and sensory color combinations, smooth application, and minimalist yet sophisticated package design. Its diverse color cosmetics lineup includes lip products (such as Mood Enhancer Matte and Slim Stick), blush (True Dimension Glow Cheek), and eyeshadow palettes, gaining popularity for its subtle color palettes that transcend "mute," "warm," or "cool" tones. As a vegan-oriented brand, it emphasizes that it does not use animal-derived ingredients and does not conduct animal testing. hince has led a new trend in the K-beauty market by emphasizing "individual atmosphere" and "sensibility," establishing itself as an "emotional cosmetic" brand that helps users create and express their own stories. This has resonated strongly with the MZ generation's consumption trend of pursuing "authenticity," contributing to the expansion of the K-beauty spectrum. Currently enjoying high popularity both domestically and internationally, the brand is actively sold through H&B stores such as Olive Young, department stores, and its official online mall. It is also establishing itself as a representative emotional brand of K-beauty in overseas markets, including Japan, expanding its global fandom while continuously strengthening its vegan product lines and expanding its reach beyond makeup into skincare.
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