hince
Mid-Range“Less but better.”
By Viktoria @vioda.makeup · Published · Updated
hince is a mid range makeup brand from South Korea, founded in 2019 by Ji-Yeon Park. It's best known for its Second Skin Glow Cushion, True Dimension Radiance Balm and Mood Enhancer Liquid Matte.
hince is a Seoul-based K-beauty makeup brand founded in 2019 by Ji-Yeon Park, a former Amorepacific formulation chemist who built the line around Scandinavian minimalism applied to Korean color cosmetics. The brand's hook is a skin-first philosophy — every product is designed to look like skin first, makeup second, with a tight palette of buildable nudes, plums, and warm neutrals rather than the playful, candy-colored aesthetic that dominates much of K-beauty makeup.
LG H&H took a majority stake in hince's parent company Vivawave in 2023, signaling that a major Korean beauty conglomerate sees this minimalist lane as the next K-beauty growth wedge. The True Dimension Radiance Balm, Second Skin Glow Cushion, Mood Enhancer Liquid Matte lip color, and Glow Touch Cushion sit at the heart of the line. hince is sold on its US site, YesStyle, and Coupang Global — still niche outside Asia, but rapidly building US recognition through clean-beauty and minimalist creators.
Popular Products
What hince is bought for. The ones we've found dupes for link through to the comparison.
- Second Skin Glow Cushion
- True Dimension Radiance Balm
- Mood Enhancer Liquid Matte
- Glow Touch Cushion
Known For
Brand Philosophy
Scandinavian minimalism meets Korean skincare rituals — quiet, buildable color cosmetics designed to look like skin first.
FAQ
hince Official Channels
Where to buy, and how to reach hince customer service directly.
- Website
- hince.co.kr
- Customer service
- [email protected]
- Phone
- 1644-7161
- Headquarters
- Gangnam-gu, Seoul, South Korea
- Sold at
- Brand.comOlive YoungStylevanaYesStyleAmazon US
- Social