Makeup brand Hince suspended operations of its Tmall Global flagship store in China, citing “strategic brand adjustments.” The store, with over 120,000 followers and steady sales, will close after completing aftersales services. Founded in 2019, Hince gained attention by focusing on low-saturation colors and emotional appeal, differentiating itself from traditional K-beauty trends and receiving backing from LG Household & Health Care in 2023. Despite early traction through cross-border e-commerce and social media marketing, the brand faced rising operational costs, intensified competition from local Chinese beauty brands, and challenges in building deeper local consumer connections. Its departure reflects broader difficulties for niche and mid-tier K-beauty labels in China.