Hince – Mood-Driven Korean Makeup for Natural, Confident Beauty

Hince is a modern Korean makeup brand founded in 2019 and celebrated for its mood-driven philosophy, which emphasizes natural beauty, subtle expression, and quiet confidence. Based in Seoul, Hince has quickly become a favorite among users who appreciate refined shades, soft textures, and products that enhance their natural features rather than cover them. The brand’s focus on individuality and contemporary beauty ideals sets it apart in the fast-evolving world of K-beauty. One of Hince’s defining characteristics is its dedication to creating sophisticated color stories, especially through its MLBB (“my lips but better”) lip shades. These tones are designed to flatter a wide range of skin tones while maintaining a soft, natural finish. The Mood Enhancer Lip Glow is one of the brand’s signature items, offering a dewy, comfortable texture that boosts the lips’ natural hue without heaviness. Another standout formula is the True Dimension Radiance Balm, known for its soft sheen and ability to add a subtle glow to the complexion. This multipurpose balm is ideal for those who prefer makeup that feels hydrating, blendable, and effortless. Its silky texture makes it easy to apply on cheeks, lips, or anywhere you want a natural hint of radiance. Hince’s Second Skin Glow Cushion further highlights the brand’s commitment to enhancing natural beauty. With its breathable, luminous finish, the cushion creates a smooth, even complexion while feeling weightless on the skin. It's crafted for users who want a polished yet understated base that complements their everyday lifestyle. The brand’s modern, elegant packaging and thoughtfully formulated products reflect Hince’s overall mission: to help individuals express themselves authentically through gentle, mood-setting makeup. Rather than bold or dramatic transformations, Hince focuses on enhancing what is already there — bringing out a person’s natural warmth, glow, and personality. In 2023, Hince was acquired by LG H&H, marking an exciting new era of expansion while maintaining its core philosophy. With continued innovation and a strong commitment to contemporary beauty values, Hince remains a go-to brand for those seeking effortless, refined, and mood-enhancing makeup. Discover Hince — where subtle expression meets modern confidence.