The official website identifies Leidex Co., Ltd. as the company behind the brand, with operations based in Bupyeong-gu, Incheon.

Establishment

4OIN FOREUL emerged in the early 2020s as a Korean cosmetics label targeting consumers interested in contemporary, expressive makeup. Unlike traditional beauty brands that prescribe standardized aesthetics, publicly available materials emphasize discovering one’s own style and color. The brand describes itself as “The Art of Makeup for Self Expression,” framing cosmetics as a tool for asserting identity and value.

While the exact founding date is not prominently documented on current official channels, the brand is widely categorized as an early-2020s entrant in the K-beauty market.

Corporate Operations

4OIN FOREUL is operated by Leidex Co., Ltd. (리덱스), an Incheon-based company with a unique dual focus. Government-affiliated export information indicates that Leidex possesses expertise in cosmetic automation equipment alongside its consumer beauty lines. This suggests the company maintains capabilities in both manufacturing technology and retail product development.

Current corporate disclosures list the following details:

• Company: Leidex Co., Ltd.
• Owner: Ha Il Jeong
• C.P.O.: Sun Yeong Park
• Location: 414 Annam-ro, Bupyeong-gu, Incheon, Republic of Korea
• Business Registration: 130-86-29277

The core philosophy of 4OIN FOREUL is personal identity through makeup. Rather than viewing cosmetics solely as a means to conform to conventional beauty standards, the brand presents them as instruments for discovering individual aesthetics. Official messaging encourages consumers to find “the style that I want” and “my own color.”

This approach emphasizes several key pillars:

• Individuality and self-expression
• Personal color analysis
• Experimentation with color cosmetics
• Youthful, contemporary beauty
• Accessible Korean makeup

Third-party analyses have similarly characterized the brand’s positioning as “private makeup,” focusing on unique style and authenticity over mass-market trends.

4OIN FOREUL operates primarily as a color cosmetics brand rather than a skincare-focused label. Its catalog is divided into three main categories.

Lip Products

Lip products are historically among the brand’s strongest offerings. Notable items include:

• Velmower Lip Tint: Described as having a highly pigmented, creamy texture designed to adhere comfortably to the lips.
• Heart For My Lipstick: A matte lipstick combining strong pigmentation with a soft texture. Export documentation lists five shades: Chic, Crush, Lovely, Shy, and Calm.
• Various other moisturizing lip colors and tints.

Eye Makeup

Eye cosmetics form a significant part of the brand’s identity, supporting its focus on expressive looks.

• Daze Eye Glitter: A glitter eyeshadow marketed to accentuate individual eye makeup styles.
• Stonism Shadow Palette: Available in multiple color combinations such as Mood Brown, Modern Rose, and Smoky Night.
• Eyebrow products and other eye-color cosmetics.

Face Makeup

The brand also produces complexion products designed for daily wear:

• Daily Relax Fit Cushion Foundation: Marketed with a lightweight, moist velvet finish. Export profiles describe a formula combining finely divided powders with moisture gel for smooth application.
• Air Mary Sebum Cut Powder
• Foreul Soft Melting Shading
• Tone-up products

Velmower Lip Tint

This product is designed around strong pigmentation and a lightweight creamy texture. The brand states it penetrates and adheres to the lips while maintaining comfort. It received particular attention during the brand’s campaign with TXT and remains a signature item.

Heart For My Lipstick

Representing the brand’s classic lipstick offering, this product combines intense color with an airy texture and moisturizing ingredients. The Korean National Co-brand catalog lists shea butter, natural oils, and collagen as key components of its lip-care formulation.

Daze Eye Glitter

Designed for expressive eye looks, this product emphasizes glitter and reflective color, aligning directly with the brand’s concept of makeup as personal expression.

Stonism Shadow Palette

A multi-color eye palette line noted for combining eyeshadow, blush, and shading tones. Consumer coverage has highlighted its versatility for creating complete makeup looks with a single compact.

A pivotal moment in the international visibility of 4OIN FOREUL was its partnership with the K-pop group TOMORROW X TOGETHER (TXT). In August 2021, TXT was announced as the brand’s new ambassador, with campaign images featuring all five members: Soobin, Yeonjun, Beomgyu, Taehyun, and Hueningkai.1

This collaboration was strategically significant because TXT already possessed a substantial global fanbase. Consequently, 4OIN FOREUL gained immediate exposure among international K-pop fans, particularly in markets where Korean cosmetics were already established. Promotions linked individual members to specific products and included collectible photo benefits tied to purchases.2 This partnership remains one of the most recognizable aspects of the brand’s presence in global pop culture.

Although rooted in South Korea, 4OIN FOREUL actively markets to international consumers. The official website maintains a global storefront, and Japanese consumers have been able to purchase products through dedicated online channels. The brand’s cross-border appeal is driven by a combination of affordable pricing, distinctive color stories, and K-pop marketing.

For Filipino consumers and other international buyers, the brand represents the accessible segment of K-beauty, bridging the gap between trendy social media aesthetics and wearable daily makeup.

Visually and commercially, 4OIN FOREUL occupies a space between accessible K-beauty and youth-oriented color cosmetics. Its aesthetic typically features:

• Soft yet colorful makeup styles
• Romantic and playful color palettes
• Glitter and luminous textures
• Strong lip pigmentation
• Compact, collectible packaging
• Social-media-friendly visuals

Rather than positioning itself as a luxury house, the brand targets a younger demographic seeking expressive, trend-aware cosmetics at an accessible price point.

Feedback for 4OIN FOREUL has been generally positive regarding color payoff and product variety. On the Korean beauty platform Hwahae, a 2026 brand overview listed 71 products with an average rating of 4.1/5 based on 42 reviews. Summaries frequently cite pigmentation and the distinctive appearance of eye products as strengths.

However, user feedback is not universally positive. Some reviews have noted concerns regarding:

• Longevity of certain lip products
• Cushion foundations breaking down or emphasizing pores
• Stickiness in some eye-glitter formulations
• Variations in scent and individual ingredient preferences

These observations reflect common consumer-review trends in the color cosmetics category rather than universal judgments.

4OIN FOREUL represents the second generation of independent K-beauty brands that leverage distinctive concepts, digital commerce, and celebrity partnerships to reach global audiences. Its significance lies in three areas:

1. Personal Color Culture: The brand aligns directly with the growing popularity of personal color analysis and customized makeup in contemporary Korean beauty.
2. K-Pop Marketing: The TXT partnership demonstrated how specialized indie labels could utilize globally popular groups to establish international awareness rapidly.
3. Makeup as Identity: The slogan “My Private Color. Only 4OIN” reinforces a conceptual shift where makeup is viewed as a personal statement rather than merely corrective or conventional.

The brand’s name appears in several forms across different markets and platforms:

• 4OIN / 4OlN (English/Latin script)
• FOREUL (Romanization)
• 포을 (Korean)
• フォーウル (Japanese)

Official English channels use 4OIN / FOREUL, while copyright notices and some URLs utilize 4OlN. Japanese sources commonly render the name as “4OIN (フォーウル),” indicating the intended pronunciation is approximately “Foreul.” For clarity in English-language contexts, 4OIN FOREUL is the standard reference.

The official storefront continues to feature products across lip, eye, face, and accessory categories, including the Velmower Lip Tint, Daze Eye Glitter, and Stonism Shadow Palette. This confirms that 4OIN FOREUL remains fundamentally a makeup and color-cosmetics brand, with its identity centered on expressive everyday beauty rather than high-end skincare.

1. Tomorrow X Together
2. [Qoo10] 4OlN 4OIN FOREUL 1st GIFT : KPOP