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INTO YOU
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INTO YOU

INTO YOU is a Chinese beauty label founded in 2019 that built its identity around lip-led color cosmetics, especially the Lip Mud format that helped push the brand beyond niche C-beauty circles into broader Asia-Pacific retail. The brand positions itself as fashion-forward rather than clinical, with a product mix centered on bold textures, accessible price points, and fast visual rollouts designed for social-first discovery.

Its global storefront describes INTO YOU as a cruelty-free brand and frames the company as part of a new-wave Chinese beauty movement that favors trend agility over legacy prestige. That positioning has helped it travel well outside mainland China through online retail and cross-border beauty channels. In April 2026, INTO YOU expanded its K-pop-facing footprint by naming Zhang Hao as its Asia-Pacific ambassador ahead of AND2BLE's debut, a move that underlined the brand's ambition to scale its regional visibility through idol-led campaigns.

1 articlesintoyoucosmetics.com

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Ambassadors & Partners

2026
INTO YOU Asia-Pacific AmbassadorEndorsement
Asia-Pacific AmbassadorZhang HaoArtist

Fans Also Ask

What is INTO YOU known for?
INTO YOU is best known for its Lip Mud line, a soft matte lip product format that helped the brand stand out in the fast-growing Chinese beauty market. The company launched in 2019 and built its identity around trend-driven color cosmetics, cruelty-free positioning, and highly visual social-first product rollouts aimed at younger beauty shoppers.
When was INTO YOU founded?
INTO YOU says it was founded on December 31, 2019. The brand describes itself as a Chinese fashion beauty label and ties its early rise to heavy product experimentation around lip formulas, especially the Lip Mud category that quickly became its signature entry point.
Why did INTO YOU appoint Zhang Hao as ambassador?
INTO YOU appointed Zhang Hao as its Asia-Pacific ambassador in April 2026 as the brand pushed for stronger regional visibility ahead of AND2BLE's debut cycle. The move let INTO YOU tap an idol with proven cross-border fan reach, while giving Zhang Hao a high-visibility beauty campaign before his next group officially entered the market.

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Zhang Hao for INTO YOU's Asia-Pacific ambassador campaign
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Zhang Hao lands INTO YOU ambassador role before AND2BLE debut

Zhang Hao has been named INTO YOU's Asia-Pacific ambassador more than a month before AND2BLE's May 26 debut, turning pre-debut buzz into a real K-beauty business signal.

PakApril 21, 2026
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