INTO YOU is a Chinese cosmetics brand best known for pioneering the Lip Mud category—a whipped, clay-like matte lip product that became one of the fastest-growing makeup trends in China and later expanded internationally. Founded on December 31, 2019, the brand focuses on trendy, affordable, and highly pigmented color cosmetics aimed primarily at Gen Z and young millennial consumers. 1

INTO YOU was established at the end of 2019 with the goal of creating innovative makeup products rather than following traditional cosmetic formats. During its early development, the company invested heavily in research on a new lip texture that combined the softness of mousse with the coverage of matte lipstick.

The result was Lip Mud, a unique whipped formula that quickly became the brand’s signature product. The product’s success helped INTO YOU grow rapidly across Chinese e-commerce platforms before expanding into Southeast Asia, Japan, the Middle East, and other international markets. 2

INTO YOU promotes makeup as a form of self-expression rather than simply enhancing appearance.

According to the brand, its core values include:

• Creativity
• Freedom
• Individuality
• Confidence
• Inclusivity
• Self-exploration

The company emphasizes that beauty has no restrictions based on age, gender, race, or identity and encourages consumers to experiment with makeup creatively. 3

INTO YOU is widely recognized as one of the brands that popularized the Lip Mud category.

Unlike conventional matte liquid lipstick, Lip Mud has:

• Thick mousse-like texture
• Soft clay consistency
• High pigment concentration
• Blurring matte finish
• Comfortable wear
• Multi-use application for lips, cheeks, and sometimes eyes

This innovation distinguished the brand from traditional lipstick products and became one of its defining features. 4

Although lip products remain its core business, INTO YOU now offers a broader makeup range including:

Lips

• Lip Mud
• Matte Liquid Lipstick
• Lip Tint
• Lip Gloss
• Lip Cream

Face

• Blush
• Highlighter
• Contour
• Setting Powder

Eyes

• Eyeshadow
• Eyeliner
• Mascara
• Eyebrow products

Accessories

• Makeup tools
• Cosmetic bags
• Gift sets

INTO YOU is known for:

• Minimalist packaging
• Soft pastel colors
• Modern typography
• Compact designs
• Trend-driven seasonal collections

Many collections are inspired by fashion, art, and youth culture.

Some of the brand’s most recognized products include:

• Shero Lip Mud
• Canned Lip & Cheek Mud
• Syrup Glossy Lip Tint
• Watery Mist Lip Gloss
• Condensed Fog Matte Liquid Lipstick

These products are particularly popular for their comfortable matte textures and extensive shade ranges. 5

Following its success in China, INTO YOU expanded into multiple overseas markets, including:

• Japan
• Indonesia
• Malaysia
• Singapore
• Thailand
• Vietnam
• Philippines
• United Arab Emirates
• Other regions in Europe and the Middle East

The brand states that it now serves customers in more than 40 countries and has built a large global community. 6

According to the company, INTO YOU products are:

• Cruelty-free
• Vegan ingredient-based (for many product lines)
• Paraben-free
• Developed with an emphasis on product safety and quality testing

The brand also states that it sources ingredients globally while prioritizing safety and innovation. 7

INTO YOU relies heavily on:

• Social media marketing
• Beauty influencers
• Short-form video platforms
• Limited-edition collections
• Seasonal color launches

Its youthful branding and visually distinctive products have contributed to strong popularity among younger consumers.

The name “INTO YOU” reflects the brand’s message of embracing one’s authentic self. Rather than prescribing a single standard of beauty, the company positions makeup as a tool for expressing personality, creativity, and confidence. 8

• Chinese beauty brands (C-beauty)
• Lip Mud cosmetics
• Matte lipstick
• Gen Z beauty trends

INTO YOU is a modern Chinese beauty brand founded in 2019 that rose to prominence through its innovative Lip Mud products. Combining trend-driven design, affordable pricing, and an emphasis on individuality and self-expression, the brand has expanded from the Chinese domestic market to dozens of countries worldwide. Today, it is recognized as one of the leading names in the growing C-beauty movement, with lip products remaining its flagship category. 9

1. About us – INTO YOU Cosmetics
2. About us – INTOYOU COSMETICS
3. Official Website — Lip Mud Pioneer, Cruelty-Free | INTO YOU Cosmetics
4. INTO YOU Indonesia | LinkedIn
5. About us – INTO YOU Cosmetics
6. Sobre nosotros – INTO YOU Cosmetics
7. 회사 소개 – INTO YOU Cosmetics
8. Über uns – INTO YOU Cosmetics
9. 關於我們 – INTO YOU Cosmetics