Thirteen years of success without relying on algorithms! Why has INUF’s “subtraction aesthetic,” which refuses to follow trends, become a niche hidden gem for Hong Kong girls?

In an era dominated by major beauty brands and heavily reliant on algorithms and ad spending, a local independent brand that has endured for 13 years on the strength of its products and word of mouth has an undeniably irresistible appeal. Hong Kong-based clean beauty pioneer I Never Use Foundation (INUF) Breakfast Club has introduced a selection of refined yet accessible anniversary limited-edition items, while giving its bestselling skincare heroes of 10 years a technology-driven upgrade. For stylish women who value a quality lifestyle, these summer surprises are definitely worth saving.

• Related reading: Is your skin getting worse the more you try to fix it? Skincare shouldn’t be about layering products; restore your skin’s clarity with 3 core principles.

The foundation-free skincare philosophy it has upheld for 13 years

In weather marked by humidity of more than 90% and high temperatures, heavy base makeup is often the main culprit behind clogged pores and sensitive, weakened skin. Since its founding, INUF has championed “breathable, foundation-free skin,” advocating precise regulation of the skin’s moisture-oil balance in place of layers of foundation. Its flagship store, 9UF, on Kau U Fong in Central combines minimalist art with skincare rituals. Without relying on extensive marketing, the brand has built a loyal following entirely through word of mouth.

Upgraded B5 serum and gel mask: infused with millions of centella exosome particles

The most talked-about highlight of this 13th anniversary is the technology-driven evolution of the brand’s signature products. The upgraded B5 + Exosome NMN Power Serum (B5 Exosome Hydrating Serum) contains as many as 5 million CICA centella exosomes, which can quickly soothe and repair skin when its barrier is compromised. Paired with the anti-aging ingredient NMN, hydration no longer remains only on the surface.

Another hydration hero, the B5 + Exosome Gel Mask (B5 Exosome Intensive Hydrating Gel Mask), contains 3 million high-purity centella exosomes in every packet. Its refreshing, oil-free gel texture delivers an instant cooling effect on contact with skin. Whether skin is dehydrated after sun exposure or sensitive and weakened after an aesthetic treatment, it can quickly soothe redness and replenish moisture.

The B5 Exosome Intensive Hydrating Gel Mask (B5 + Exosome Gel Mask), which has also received a spotlight upgrade, contains 3 million ultra-high-purity CICA centella exosomes in every packet. With the oil-free, refreshing gel texture loved by its supporters, it detects when skin is vulnerable due to high temperatures, dehydration, or aesthetic treatments, then actively micro-delivers reparative energy into the core of the cells for an immediate soothing and deeply hydrating effect!

Anniversary limited-edition accessories: 13 travel-themed canvas tote colors and a supermodel acetate hair clip

In addition to its skincare upgrades, INUF is releasing two lifestyle fashion accessories under the theme “The Devil Wears INUF.” The classic #INUFBYOB Tote has been updated in an eco-friendly Eco-luxe linen blend and comes in 13 colors named after travel destinations, bringing the vacation mood of Southern France or Tokyo along on your everyday outings.

The limited-edition supermodel hair clip from the same collection is an invisible helper in your skincare ritual. Made with lustrous acetate and a rust-resistant stainless steel flat clip, it keeps hair firmly in place while you apply a mask or do your makeup, without leaving marks.

For those who usually prefer a minimalist skincare routine, the upgraded B5 Exosome Serum is genuinely impressive in its texture, absorption, and ability to stabilize the skin’s condition. Especially during seasonal changes or periods when skin is unstable, a simple formula with reparative properties feels more reassuring than complex, results-driven products.