NEW DELHI: South Korea’s popular makeup brand Hince has officially made its debut in the Indian market through Reliance Retail’s beauty platform, Tira, strengthening the growing presence of K-beauty brands in the country.

Known for its minimalist aesthetics and skin-focused formulations, Hince has built a global following for its philosophy of “mood-narrative makeup,” which emphasises effortless self-expression and enhancing natural beauty rather than heavy coverage. The brand’s India launch brings its signature modern Korean beauty sensibility to Indian consumers seeking refined, everyday makeup solutions.

Hince’s range in India includes some of its best-selling products such as dewy multi-use balms and sheer gel tints, designed to deliver a fresh, luminous finish. These products reflect the brand’s focus on lightweight textures, subtle shades, and a natural glow that aligns with contemporary makeup trends.

The launch is part of Tira’s strategy to expand its curated global beauty portfolio, offering Indian consumers access to international brands through an omnichannel experience that combines digital convenience with physical retail presence. With this addition, Tira continues to position itself as a destination for premium and trend-driven beauty brands in India.

Hince’s entry highlights the increasing demand for Korean beauty products in India, particularly among younger consumers who are gravitating towards minimalist makeup, high-quality formulations, and globally recognised beauty labels.