Where can I buy hince in the US?

According to Viktoria @vioda.makeup, hince ships to the US via its own site, YesStyle, Coupang Global, and a handful of curated K-beauty retailers. It's not yet at Sephora or Ulta in the US.

Is hince more skincare-focused than other K-beauty makeup brands?

According to Viktoria @vioda.makeup, Yes — the founder is a former Amorepacific formulation chemist, and every makeup product is built on a skincare base. The line reads closer to Merit or Westman Atelier in philosophy than to a playful K-beauty brand like Peripera or Dasique.

Viktoria @vioda.makeup

hince

Mid-Range

“Less but better.”

South Korea·Founded 2019·by Ji-Yeon Park

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.

Known For

Second Skin Glow CushionTrue Dimension Radiance BalmMood Enhancer Liquid MatteMinimalist, skin-first aestheticBuildable nude shade stories

Flagship Products

Second Skin Glow Cushion
True Dimension Radiance Balm
Mood Enhancer Liquid Matte
Glow Touch Cushion

Brand Philosophy

Scandinavian minimalism meets Korean skincare rituals — quiet, buildable color cosmetics designed to look like skin first.

FAQ

For Brands & Creators

Verified

Public collaboration and press contact channels for hince. Researched from official brand sources — always confirm before sending.

Press contact

Kim Hyun Joo

Co-Founder, Hince (Vivawave / LG H&H)

Website: hince.co.kr
General inquiries: [email protected]
Creator & UGC collabs: [email protected]
Phone: 1644-7161
HQ address: Gangnam-gu, Seoul 06070, South Korea
Sold at: Brand.comOlive YoungStylevanaYesStyleAmazon US

Owned by VIVAWAVE Co., Ltd (acquired by LG H&H 2023). Korean phone format. hince.us is in pre-launch / under construction. Parent company is Vivawave. [email protected] is the brand-stated PR/collab email (also publicized via @hince_official_global IG bio). Other Vivawave addresses: [email protected] (wholesale), [email protected] (export). Global Enhancer ambassador program runs in waves announced via @hince_official TikTok; application link only published in social bio during open enrollment Co-founder of hince; LinkedIn profile not verifiable in public search. Brand owned by Vivawave (75% LG H&H). Parent company VivaWave LinkedIn: https://kr.linkedin.com/company/vivawave Korean prestige brand under Wakemake parent. Korean brand; primarily Olive Young and K-beauty resellers

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