K-beauty’s makeup master hince has arrived in Hong Kong! Besides its must-buy airy matte lip tints, there’s even a full-size-product “scooping game”?
A 7-day pop-up you have to hit this weekend!
I was recently chatting with friends about Korean beauty and found that everyone has a soft spot for niche brands that combine quality with practicality. Now, there’s some exciting news: popular Korean brand hince has officially arrived in Hong Kong. From May 15 to 21, it will host a seven-day limited-time pop-up at the @cosme flagship store in Tsim Sha Tsui, where it will also introduce its newly launched soft-focus lip collection.
hince’s new Nu Blur collection arrives first in Hong Kong
If you’ve been looking for a soft-focus lip look that feels like a filter, hince‘s new Nu Blur collection is one to pick up. Centered on the Sheer Blur concept, the line overturns the usual perception that matte lip products emphasize lip lines or leave lips so dry they peel. Its lightweight formula adheres comfortably to the lips, creating a naturally diffused effect that looks like your own lip color with just one swipe.
These new products are being released early, exclusively at the Tsim Sha Tsui flagship store of @cosme HONG KONG, where you can try the shades in person. Here’s a little tip from the editor: the lineup ranges from soft nude-apricot shades to ethereal soft-matte rose tones, along with low-saturation warm and cool shades formulated specifically for Asian women. Whether you’re after an everyday no-makeup makeup look or a polished Korean-inspired look, you’ll find your perfect shade.
The secret to color that lasts 24 hours without cracking or drying out
The biggest concern with matte lip products is peeling after they’ve been on for a while, but the Nu Blur line contains moisturizing ingredients such as jojoba oil and cocoa seed butter. So even after spending all day in an air-conditioned room, your lips can still feel comfortable and smooth. Best of all, it claims 24-hour color wear, a godsend for those of us who don’t want to keep touching up our makeup. You can layer it to adjust the color intensity depending on your mood: apply a sheer layer for an innocent look, or build it up for more impact.
Beyond buying new lipsticks, the most talked-about part of the event is undoubtedly the limited-time “Shovel Fun” challenge! During the event, make a single purchase of hince products totaling HK$ 300 or more to take part once for free. The rules are simple: within 10 seconds, use a small shovel to scoop gifts out of a box. The best part is that every prize inside is a full-size (Full Size) product, so they’re not holding back at all!
Low-saturation, soft-focus makeup that creates a no-makeup makeup look has been especially popular lately. If you’ve wanted to try a polished Korean-inspired look but are worried about getting it wrong, hince’s new product, which lets you freely adjust the color intensity, is well worth trying. With such a great spend-and-play challenge too, there’s really no reason not to go.
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