hince

hince is a premium South Korean cosmetics brand founded in January 2019 in Seoul by co-founder Kim Hyun Joo and two others, under parent company Vivawave. The brand is known for its minimalist aesthetic, low-saturation color palettes, and mood-forward concept that emphasizes natural, emotional beauty rather than the bold looks common in traditional K-beauty. hince's product range includes lip products, eyeshadows, cushion foundations, and blush, distinguished by their sleek, artistic packaging. The brand has cultivated a strong global following, particularly among younger consumers, and expanded into international markets including India and previously China, before LG Household & Health Care acquired a 75% stake in Vivawave in 2023.