INTO YOU
Budget“The lip mud pioneer.”
By Viktoria @vioda.makeup · Published · Updated
INTO YOU is a budget makeup brand from China, founded in 2019 by Siqi Huang. It's best known for its Original Matte Lip Mud (category creator), Airy Lip Mud (sheer, lightweight) and Canned Lip Mud (high-pigment pot).
INTO YOU is a Chinese (C-beauty) makeup brand founded in 2019 in Shanghai by former Alibaba employee Siqi Huang, and is credited with creating the "lip mud" category — an ultra-matte, velvety lip cream that dries down to a soft, blurred, weightless finish unlike traditional liquid lipsticks. The original Matte Lip Mud became a runaway hit, with tens of millions of units sold, and spawned a family of formats including the lighter Airy Lip Mud, the high-pigment Canned Lip Mud, and the Barreled Lip Mud.
By building an entire brand around one category-defining innovation, INTO YOU grew a fanbase of tens of millions and expanded into dozens of countries, proving that a single product breakthrough can anchor a global color-cosmetics line. Beyond lips, the brand makes eyeshadows and blushes, but the lip mud is the reason it sits at the center of the viral C-beauty conversation and gets endlessly compared and duped on TikTok.
Popular Products
What INTO YOU is bought for. The ones we've found dupes for link through to the comparison.
- Matte Lip Mud
- Airy Lip Mud
- Canned Lip Mud
- Liquid Blush
Known For
Brand Philosophy
Pioneering a single category — lip mud — and perfecting it: an ultra-matte, weightless, blurred lip finish that built a global cult following.
FAQ
INTO YOU Official Channels
Where to buy, and how to reach INTO YOU customer service directly.
- Website
- www.intoyoucosmetics.com
- Headquarters
- Shanghai, China
- Sold at
- Brand.comAmazon USYesStyle