HYNTOOR: A Chinese Makeup Brand Built Around Creative Expression

Slogan: Defy Conventions, Assemble Inspiration.

Brand Profile

• Brand: HYNTOOR
• Founders: Ren Yunxuan and Wang Yuting
• Product category: Makeup
• Location: Hefei, China
• Founded: 2019
• Target markets: North America and Southeast Asia

The Story of HYNTOOR

HYNTOOR is a Chinese makeup brand founded in 2019. Guided by its slogan, “Defy Conventions, Assemble Inspiration,” it challenges conventions to create simpler, more playful products. The brand encourages consumers to explore their imagination and discover new enjoyment in everyday makeup.

This philosophy also shapes its product development, where creativity takes priority over rigid rules.

The Name

The HYNTOOR name derives from “Black Rabbit.” Its rabbit logo represents individuality, wildness and unbounded creativity. It reflects the brand's ambition to move beyond established aesthetic frameworks and encourage diverse expressions of personal beauty. HYNTOOR invites users to show their own character without being constrained by mainstream beauty standards.

Brand Journey

• 2019: HYNTOOR was founded in Hefei and launched its first makeup products in the Chinese market.
• 2021–2023: The Macaron Powder Tint lip mud series became a domestic hit, helping establish the brand's reputation in lip makeup.
• 2024: The brand grew rapidly on Chinese e-commerce platforms and began developing its overseas cross-border business.
• 2025: HYNTOOR recorded rapid sales growth on TikTok Shop in North America, attracting attention from overseas Gen Z consumers.

Manufacturing Credentials

HYNTOOR works with professional color cosmetics OEM/ODM manufacturers in China that hold the required qualifications for cosmetics production. Its manufacturing partners use standardized cleanrooms and comprehensive quality control systems to support consistent quality across product lines.

Zhongshan Fulin Cosmetics Co., Ltd.

Founded in 2006, Zhongshan Fulin Cosmetics Co., Ltd. is an established color cosmetics OEM/ODM manufacturer and a major cosmetics exporter in Zhongshan. It operates GMP-compliant cleanrooms and an in-house R&D laboratory, and has worked with global brands including L’Oréal.

The factory has a long-term relationship with HYNTOOR, producing cream makeup products such as cream blushes, lip liners and concealers. Its production processes support consistent product quality.

Flagship Products

01 Black Tube Velvety Lip Mud

A core matte lip product in the HYNTOOR range, Black Tube Velvety Lip Mud is designed for Asian skin tones and a naturally blurred nude lip look. Its soft, dense texture delivers a velvety matte finish with a lightweight, non-drying feel. A broad selection of nude shades suits different Asian complexions. The range has gained popularity among Gen Z consumers in China and on TikTok overseas.

02 Future Planet Shiny Lip Gloss

This glossy lip product from the Future Planet collection uses a multilayer moisturizing formula to create a glass-like, plump finish. It helps soften the appearance of lip lines while feeling comfortable and non-sticky. Shades range from sheer transparent tones to milky nudes and tinted colors, suitable for everyday makeup or layered lip looks.

03 Softform Blush Mud

Softform Blush Mud is a multipurpose cream blush with a smooth texture that blends into the skin using fingers or a blush brush. It creates a natural, diffused flush. The shades include warm peach, dusty rose, cool grey-purple and versatile tones for different seasons. Its compact format makes it easy to carry.