Hince (힌스) is a South-Korean makeup brand that is well known for their “mood-narrative” focused beauty products. Founded in 2019, Hince was first started with a vision to expand the standard of Korean bold transparent makeup that was popular at the time by creating products with more neutral color palettes and different, lighter textures. The aim was to enhance customers’ natural beauty and features so they can create their own unique aura. And with the majority of other brands focusing on the brighter (fairer) and bolder color choices, this move actually made Hince stood out from the rest of their competitors. Hince has now expanded their lineups from lip products, to makeup and fragrances which you can discover and experience in person at Hince Hannam (힌스 한남), their flagship store in Seoul.