China’s latest beauty obsession is lip mud, a new category in the realm of lip makeup.
Leading the charge is INTO YOU, a prominent C-beauty label that introduced the innovative concept of “lip mud” texture in 2019.
Today, INTO YOU stands as one of China’s fastest-growing consumer brands.
With a growing base of beauty-obsessed consumers in China, there are still ample opportunities for brands that dare to push the boundaries of innovation.
INTO YOU Cosmetic From Which Country
In 2019, all the way from China, INTO YOU proudly introduced their sensational product, Lip Mud, which quickly became a bestseller. Lip Mud stands out from other velvet lip products with its solid texture, providing full coverage and a smooth, silky feel.
Users are delighted by its non-greasy matte finish, creating an unexpectedly enjoyable experience.
The unique mud-like texture of Lip Mud allows for higher color saturation, resulting in vibrant and intense shades. Its versatility extends beyond lip application, effortlessly enhancing cheek and eye makeup for a polished and Chinese tiktok look.
They are the creator of “Lip Mud” and their products are available in over 40 countries worldwide, making beauty accessible to a global audience.
Into You Lip Mud
The Lip Mud is a super matte lip and cheek product with a velvety and matte texture. It is available in various shades, each offering different color tones. The texture of the Lip Mud can be quite dry, which may be a concern for individuals with dry lips.
To counter this, it is recommended to apply a lip balm beforehand to add moisture. Some reviewers have found that the texture of certain shades within the Lip Mud range is smoother compared to others.
- Shade “em08”: This shade is described as a slightly nudist plum color. On the lips, it appears slightly pinker. It has a velvety texture, which some may find drying. However, it is considered one of the favorites among the shades.
- Shade “em19”: This shade is a warm-toned nude with a hint of pinkish orange. It is suitable for everyday wear and provides a natural look. The texture of this shade is smoother compared to some other Lip Mud shades.
- Shade “em13”: This shade is a cool-toned pink and appears heavier compared to the previous shades. It offers a vibrant and lively color to the lips, but the heaviness reminds some reviewers of the first shade, emo8.
- Shade “em05”: This shade is more toned down and natural. It can serve as a good base color and has a smoother texture compared to certain Lip Mud shades. It is suitable for those who prefer a more subtle and toned-down look. It can also be mixed with other shades for variation.
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Into You Lip Mud Reddit Review
I recently purchased the Lip Mud Collection, and let me tell you, I am absolutely in love with these lipsticks! At first glance, they may appear dry, but surprisingly, they didn’t feel drying at all on my lips.
The texture of these lipsticks is truly unique, just as the name suggests. I would describe it as a powdery velvet texture, giving them a super matte and fluffy feel.
While they’re not completely transfer-proof, I did notice that they stayed in place quite well, with only a slight transfer when wearing a mask. This is a huge plus for me, as I’m always on the lookout for long-lasting lipsticks.
Oh, and I almost forgot to mention that these lipsticks have a delightful sweet vanilla scent to them, adding to the overall enjoyable experience.
I must say that my favorite shade out of the collection is EM07. It’s a stunning dark mauve shade, although I’m not the best at describing colors.
I’ve seen comparisons between EM07 and Romand’s ZVT Burnt Heart shade on Xiaohongshu (Little Red Book), but in my opinion, they are totally different colors. Mauve has always been a pale purple for me, and EM07 leans more towards a dark red bean color. It’s unique and absolutely beautiful.
I’m so glad I stumbled upon these lipsticks, and I highly recommend giving them a try if you can get your hands on them. The Lip Mud Collection offers a truly unique and satisfying lip texture experience that is worth exploring. I’m already resisting the urge to buy more shades because I know they’ll be a fantastic addition to my collection.
Into You Water Lasting Tint
The Water Lasting Tint is a glossy, water-based lip tint. It provides a vibrant and alive color to the lips. The texture of this tint is lightweight and not heavy on the lips. It is suitable for everyday wear, giving a natural and youthful look.
However, some reviewers have mentioned that the pink shade of the tint can appear slightly artificial or too intense when worn alone.
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INTO YOU Brand
INTO YOU’s founder, Wen Chong, shared his secret to success in a crowded marketplace: narrowing the brand focus and perfecting it. During an industry conference, Wen highlighted the discerning nature of today’s makeup-savvy consumers, particularly the post-95s and post-00s generations.
They appreciate even the subtlest differences in makeup products. Recognizing the demand for a smooth matte finish in lip beauty, INTO YOU conducted research and discovered that existing products in the market were often too dry.
This realization led to the birth of lip mud, an innovative solution that delivers impeccable makeup results with an enjoyable texture. Wen emphasized the importance of understanding market needs and creating the ultimate user experience through customer segmentation, product packaging, and makeup effects.
|Lip Mud Trend
|– Lip mud, a new member of the lip makeup category, has gained significant popularity among beauty enthusiasts in China.
|– Lip mud offers a soft mud-like texture, promising a lightweight, matte finish on the lips. It fills the gap between loud, shiny lip gloss and quiet, natural lipsticks, appealing to consumers’ preferences.
|– Sales of lip mud on Alibaba reached $35.7 million (230 million RMB) in 2020, showing a remarkable year-on-year increase of 3,141 percent.
|– Social media platform Xiaohongshu features over 72,000 user posts with the #lipmud hashtag, indicating widespread consumer engagement.
|– The platform also lists 16,000 lip mud SKUs, reflecting the availability and variety of lip mud products.
|INTO YOU Success
|– INTO YOU, a C-beauty brand, identified the potential of the lip mud market and introduced the concept in 2020, capitalizing on the growing trend.
|– Despite the challenges posed by the pandemic and mask-wearing, INTO YOU’s lip mud line achieved annual sales exceeding $8.9 million (57 million RMB).
|– During the “618” promotional day in 2021, the lip mud line alone earned the brand over 20 million RMB.
|– INTO YOU secured $30 million in seed funding during the first quarter of 2021, demonstrating investor confidence in the brand’s potential.
|– China’s beauty market presents opportunities for brands willing to innovate and tap into the preferences of beauty-addicted youngsters.
|– Lip mud, with its affordable price point ranging from $8 to $15, attracts young consumers seeking guilt-free and trendy beauty products.
The lip mud trend in China has showcased remarkable growth and consumer interest. INTO YOU’s early entry into the market, coupled with their innovative lip mud concept, has propelled their success and garnered significant sales. The brand’s ability to adapt to market conditions and secure funding further demonstrates its potential for future growth in the competitive beauty landscape.
Is It Cruelty Free?
INTO YOU is dedicated to transparency in clean beauty practices. They prioritize safety by using high-quality synthetic, vegan, and natural ingredients sourced globally. With a focus on innovation and technology, they ensure exceptional quality and safety.
- 100% Cruelty-free & Paraben Free: They are firmly against animal testing and strictly avoid parabens in their products.
- All Vegan Ingredients: Their formulations exclusively consist of vegan ingredients, reflecting their dedication to ethical practices.
- Certified for Safety: INTO YOU maintains certification for meeting rigorous safety standards.
What is lip mud?
Lip mud is a type of lip product that offers a unique texture and finish. It typically has a more solid consistency compared to traditional lipsticks or lip glosses. The name “lip mud” refers to its mud-like texture.
It often provides full coverage and a matte finish, giving your lips a smooth and velvety appearance.
Is lip mud good?
Yes it is very good! Some people love the unique texture and matte finish that lip mud provides. It can offer long-lasting wear and intense color payoff, making it a great option for those who prefer bold and statement-making lip looks.
Additionally, lip mud can be versatile, as it can sometimes be used for other areas of the face, like cheeks and eyes.
What are the ingredients in lip mud?
Contains All Vegan IngredientsDimethicone, Dimethicone Crosspolymer, Tribehenin, Polyglyceryl-2 Triisostearate, Vinyl Dimethicone/Methicone Silsesquioxane Crosspolymer, Diisostearyl Malate, Cetyl PEG/PPG-10/1 Dimethicone, Sorbitan Isostearate, VP/Hexadecene Copolymer, Polyglyceryl-2 Diisostearate, Fragrance(Parfum), Dehydroacetic Acid, Methyl Hydrogenated Rosinate, CI 15985, CI 17200, CI 15850:1, CI 77499