A must on your wish list: Cult-favorite ROMI Beauty officially lands in Hong Kong, revealing the secret to breathable “no-makeup” skin

If you’re someone who loves the “your-skin-but-better” look, this beauty news is sure to get your heart racing. ROMI Beauty, a beauty brand founded by three influential fashion icons — Yoyo Cao, Arissa Cheo, and Lin Ting — has been making waves on social media since its 2022 debut with its skin-first philosophy. The good news is that this minimalist beauty trend has finally arrived at Sephora Hong Kong. You don’t need a complicated routine; just a few effective products can bring out your natural glow. For city women who value polish and efficiency, it’s definitely a brand to watch this year.

• Related reading: SHIRO arrives in Hong Kong: Our editors share their top 6 under-the-radar picks, and fragrance lovers really won’t be able to sit still this time!

Inspired by fashion icons’ everyday needs

ROMI Beauty’s origin story is highly relatable: the three founders incorporated details from their own lives into product development. Arissa has long struggled with sensitive skin, so she’s especially particular about formulas. Yoyo, who frequently travels around the world, seeks streamlined hydration solutions. As a mother of two, Ting embraces an efficient, multitasking approach. This inside-out approach to beauty makes ROMI’s products more than just cosmetics; they’re daily companions that nourish the skin. The brand also stands by purity and responsibility: its entire range is cruelty-free and free of parabens, sulfates, and synthetic fragrances, so even sensitive skin can use it with confidence.

ROMI Beauty Top Pick 1: Hero Base Product: Dream Skin Tint Tinted Moisturizer

This tinted moisturizer is the brand’s undisputed hero product. Its featherlight texture sits on the skin like a second layer. It not only evens out skin tone, but also contains skincare ingredients such as camellia leaf extract, niacinamide, and squalane, offering protection and hydration in one step. Available in 7 shades, it works beautifully on its own for a sheer, natural no-makeup look or layered with concealer for more coverage.

ROMI Beauty Top Pick 2: Four-in-One Lip Treat Oil

This lip oil is an editor’s personal favorite and a real hidden gem. It brings together the hydration of a lip balm, the nourishment of a lip oil, the shine of a lip gloss, and the color payoff of a lipstick. The formula contains a nine-peptide complex and hyaluronic acid, while its unique metal applicator feels cool on contact and hugs the shape of your lips.

ROMI Beauty Top Pick 3: New Launch: Radiance-Boosting Tinted Sunscreen

Also launching is this new radiance-boosting tinted sunscreen. With SPF 50 PA++++, it effectively protects against UVA and UVB rays. Its most appealing feature is its natural brightening effect, while the lightweight, non-sticky formula is enriched with a centella asiatica soothing complex, making it an ideal partner before summer base makeup.

In today’s beauty market, consumers are increasingly embracing a skin-first mindset. Compared with the heavy, full-coverage makeup looks that were popular in the past, products like ROMI Beauty’s, which emphasize a translucent finish and skincare benefits, better align with modern women’s desire for a more relaxed, effortless feel. This also aligns with the Clean Girl Aesthetic that was popular earlier on, and is key to the brand’s ability to stand out in a short time.

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