LG Household & Health Care Acquires Management Rights of Color Cosmetics Brand Hince VivaWave

LG Household & Health Care announced on the 26th that it has signed a contract to acquire a 75% stake in Viva Wave, the company that owns the color cosmetics brand Hince, for 42.5 billion KRW.

Hince's Second Skin Mesh Matte Cushion.
[Photo by Hince]

Launched in January 2019, Hince is Korea’s first emotional and “mood” concept color cosmetics brand that emphasizes natural beauty. It features emotionally appealing packaging with a classic design that highlights natural color tones and curves. Based on hit products such as the “Second Skin Foundation” and “True Dimension Radiance Balm,” Hince has built a solid fan base among the MZ generation (Millennials + Generation Z) who want to express their own unique mood different from others.

Currently, Hince’s Instagram domestic account has 212,000 followers, and its Japanese account has 83,000 followers. The brand has established various channels including its online official store, H&B stores such as Olive Young, and offline flagship stores, and continues to grow steadily. As of last year, Hince’s sales amounted to 21.8 billion KRW, with a sales ratio of 50% domestic and 50% overseas, most of the overseas sales coming from Japan.

With this acquisition, LG Household & Health Care aims to secure Hince’s unique differentiated color cosmetics brand-building capabilities and strengthen its color cosmetics portfolio. The company plans to internalize Hince’s product planning skills, such as seasonal mood-focused color development and the launch of a diverse color spectrum of products, and utilize them to foster LG Household & Health Care’s own color cosmetics brands.

Additionally, LG Household & Health Care plans to expand its MZ generation customer base by acquiring Hince, which holds high recognition in the world’s third-largest beauty market, Japan. Since its online launch in 2019, Hince has grown into one of the leading K-beauty indie brands in Japan, establishing a premium image by opening directly operated stores such as “Hince Lumineest Shinjuku,” “Hince Aoyama,” and a popup store at Isetan Department Store. Through this acquisition, LG Household & Health Care expects to secure MZ customers both domestically and internationally, including Japan, and expand business opportunities into mid-to-high-end cosmetics areas such as skincare as these customers gain greater purchasing power in the future.

This content was produced with the assistance of AI translation services.