Recently, CHAILEEDO learned that due to strategic adjustments in brand development, hince, the makeup brand under LG Household & Health Care, has suspended operations of its Tmall Global overseas flagship store as of January 1. In addition, its official stores on Tmall, Douyin, and Xiaohongshu are all currently closed.
Public information shows that hince was founded at the end of 2018 under Vivawave. It is positioned as a Mood-Narrative brand, known for channeling emotions into colors to enhance the wearer’s personal charisma. The brand currently offers popular products such as cushions, highlighters, and blush sticks and enjoys extremely high popularity in Korea. In 2023, the brand was acquired by LG Household & Health Care.
Looking at hince’s development trajectory, the brand has strong overseas potential. According to public reports, prior to its acquisition, hince’s revenue in 2022 reached KRW 21.8 billion ($15.1 million), with 50% coming from overseas markets, led by Japan.
Focusing on the Chinese market, hince has been active in online channels, gradually entering platforms such as Tmall, Douyin, and Xiaohongshu. The hince Tmall Global overseas flagship store had been operating for five years, amassing 122,000 followers; the hince Tmall flagship store has 57,000 followers; the hince Xiaohongshu flagship store has 51,000 followers; and the Douyin overseas flagship store has 19,000 followers.
In recent years, Korean beauty brands have faced setbacks in China, with leading groups such as LG Household & Health Care and Amorepacific reporting successive reductions in their Chinese distribution channels. The latest financial report shows that in the first nine months of 2025, LG Household & Health Care’s sales in China totaled KRW 541.5 billion ($374.7 million), a year-on-year decline of 4.8%, making China the only overseas market to record a drop.
