Today, many Chinese consumers are abandoning well-known brands with big logos and opting for lesser-known brands that offer higher value.
According to a recent survey by brand distributor Bluebell Group, interest in niche brands in Asia has grown by 16% to 34% compared to the previous year, and they are considered "new luxury."
The shift towards niche markets is mainly led by Generation Z. In 2021, young luxury shoppers expressed a preference for niche brands over well-known ones, with the proportion being more than twice as high among luxury shoppers aged 26 to 35 compared to those aged 26 and above.
Hince is a newly emerging niche cosmetics brand from South Korea, established in 2019. In this complex and diverse era, more and more women tend to gain popularity from imitation. The brand concept conveyed by Hince aligns with the shopping values of Generation Z, which is why Hince has quickly gained a strong following in a short period of time.
Hince insists on using rich colors that are practical but not cliché, allowing the skin to exude confident charm, and attaches great importance to the beauty concept pursued by modern women: not limited to enhancing beauty but rather emphasizing self-expression over following trends.
official website: https://en.hince.co.kr/