Dinto

Dinto is a Seoul-based vegan makeup brand led by CEO Ahn Ji Hae that builds every collection around classical literature and philosophy — products are named after Mary Shelley, Wuthering Heights, and other literary references, and the packaging treats makeup like a chaptered story. The brand has become one of the breakout K-beauty makeup names of 2024-2025, with its lip tints and Blur-Finish Shadow palettes regularly selling out at Daiso Korea and ranking in the top 10 of national new-product beauty rankings.

The formulations lean into the soft, blurred matte aesthetic that defines current K-makeup — finely milled shadow powders, blur-tinted lips, and complexion products engineered to mute rather than highlight. PETA-certified vegan and cruelty-free, Dinto sits at the affordable end of the K-beauty makeup spectrum but punches well above its price point on formula and packaging. Korean actor Kim Soohyun joined as a global brand ambassador to anchor the brand's push into Japan and wider Asian markets.