INTO YOU
Budget“The lip mud pioneer.”
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.
Known For
Flagship Products
- Matte Lip Mud
- Airy Lip Mud
- Canned Lip Mud
- Liquid Blush
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
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for INTO YOU. Researched from official brand sources — always confirm before sending.
- Website
- www.intoyoucosmetics.com
- Creator & UGC collabs
- [email protected]
- HQ address
- Shanghai, China
- Sold at
- Brand.comAmazon USYesStyle
C-beauty budget brand; parent Shanghai Lizhi Brand Management Co. Contact channels not independently verified.