HINCE makeup: the Korean brand of “mood”, Mood Enhancer and Second Skin complexion

If you’re searching for “HINCE makeup”, you may have spotted its lipsticks in cream tubes and its soft but deep colors, far from candy pinks. HINCE (pronounced “hinse”) is a Korean makeup brand that focuses on mood rather than transformation: a complexion that looks like your skin, lips and cheeks in natural tones.

In this guide, we tell you where the brand comes from, what its “mood” means, how to find your way through its lines and, above all, what to choose for your complexion, eyes, lips and cheeks. We finish with a complete routine and our tips for using it well.

HINCE makeup: the story of the brand

HINCE was launched in January 2019 in Seoul by Vivawave (비바웨이브), a young company run by Heo Jae-seok. The idea: a makeup brand built around emotion and “mood”, the vibe each person gives off. The LG group even presents it as the first Korean makeup brand designed around this idea.

From the start, the brand focused on natural color tones and a recognizable design: classic, rounded shapes, and cream, pink or earthy packaging. In Korea, you’ll find it on its official website, in its own stores and at Olive Young, the country’s big beauty chain.

The brand also grew in Japan: HINCE was sold online there from 2019, then opened two stores in Tokyo, hince Lumine EST Shinjuku and hince Aoyama. In 2022, about half of its sales were already made abroad, mainly in Japan.

In September 2023, the Korean giant LG H&H (LG Household & Health Care) signed to buy 75% of Vivawave. For LG, the goal is to strengthen its makeup offer and reach young customers, especially in Japan. As of mid-October 2026, HINCE’s official website still lists Vivawave as the operating company, with Heo Jae-seok as its representative.

The HINCE philosophy: “Build Your Own Narrative”

HINCE’s slogan is “Build Your Own Narrative”. The brand talks about “narrative beauty”: thanks to dense, rich colors, everyone builds their own unique mood, and that personality becomes their story. It sums up its world in three words:

• Mood: building a mood that belongs only to you.
• Tone: products and a color palette unique to HINCE.
• Attitude: staying yourself rather than following other people’s opinions or trends.

In practice, that means makeup that’s elegant and easy to wear: shades that go together, poetic color names (Late Autumn, Fall In Rose, Rare Moment…) and collections that follow the seasons.

HINCE’s key formulas

HINCE is a makeup brand: its “key ingredients” are mainly its textures and finishes. Here are the ones to know.

Second Skin: the “second skin” complexion

The name says it all: the Second Skin line aims for a complexion that looks like your skin, only better. The Second Skin Foundation is cited by LG H&H as one of the brand’s flagship products . The line also includes cushions, like the Second Skin Mesh Matte Cushion with a matte finish or the Second Skin Glow Cushion with a luminous finish, and a primer, the Second Skin Hydrating Primer.

True Dimension: the light effect

HINCE’s other flagship line is the True Dimension Radiance Balm, a balm highlighter that LG H&H also lists among the brand’s flagship products. You pat it onto the tops of your cheekbones, the bridge of your nose or your Cupid’s bow for a natural glow effect . The line has grown with the True Dimension Glow Cheek blush, our favorite for discovering it.

Mood Enhancer: the signature lipsticks

The Mood Enhancers are the brand’s lipsticks, in their cream tubes with rounded lines. The Mood Enhancer Matte gives a matte finish in deep colors (Allure, Timeless, Signature Me…), the Mood Enhancer Lip Glow a luminous finish and the Mood Enhancer Water Liquid Glow a fresh, shiny effect .

New Depth: shadows with deep reflections

For eyes, the New Depth line offers single shadows and palettes. The New Depth Eye Shadow Palette brings together matte and shimmery shades that go well together, to create anything from the most natural to the most intense look, with names that tell a story (Like A Scene, The Narrative, New Beginning…).

The HINCE lines to know

Which HINCE for your look?

For makeup, we sorted things by step of the look: we give you our favorite product, plus two more to round things out.

A complete HINCE routine, morning and night

Morning: the everyday look

1. PrepA pea-sized amount of Second Skin Hydrating Primer on clean, moisturized skin, then wait a minute.
2. Even outThe Second Skin Foundation in a thin layer, from the center of your face outward.
3. DefineBrows with the Signature Brow Pencil, then a light shade from the New Depth palette on your eyelid.
4. ColorThe True Dimension Glow Cheek on the tops of your cheeks, and the Raw Glow Gel Tint on your lips.

Evening: the night-out look, then makeup removal

1. IntensifyThe darker shades of the palette along the lash line, or a line of Depth Dual Color Stick.
2. Highlight and go boldA touch of Radiance Balm on the tops of your cheekbones, and the Mood Enhancer Matte over your whole mouth.
3. Remove makeupThe Mild Cleansing Oil massaged onto dry skin, emulsified with a little water, then a gentle cleanser.
4. PamperThe Kingsberry Vita Night Cream on your face, and the Vita Barrier Nourishing Lip Oil on your lips.

Our tips for using HINCE well

• Choose your complexion shade in daylight: the Second Skin foundations and cushions come in several shades (Porcelain, Ivory, Sand…); test near your jawline.
• Pat the highlighter, don’t spread it: a balm like the Radiance Balm goes on with your fingertip, in small dabs, for a natural glow.
• Match your lips and cheeks: a lip-and-cheek color like the Low Glow Dewy Ball creates a harmonious look in one step.
• Layer finishes: a Mood Enhancer Matte in the center of your lips, then a touch of Mirror Dew gloss on top, adds dimension.
• Always remove your makeup at night: a cleansing oil melts away long-wear complexion products and lipsticks.

Love HINCE? Try these too

Frequently asked questions about HINCE

Also worth reading

Jihyun, team Ma Petite Corée