Into You, founded in 2018, is a beauty brand management group that focuses on the beauty industry and was established in Indonesia at 2025. It integrates self-owned brand incubation, brand operation and IP incubation. It owns multiple brands including makeup and skincare lines. With the mission of “Make Beauty Easier”, the company has developed strong capabilities in brand incubation, product R&D, abundant resources in celebrity business. Adhering to the principle of Customer First, the company aspires to “Build Leading Beauty Group” and is committed to promoting the development of beauty industry. Since 2020, LETS GROUP has actively expanded its reach into overseas markets, gaining significant traction in Japan and ASEAN markets. The GROUP aims to further extend our presence to high-growth potential markets such as Europe, Russia, and the Middle East. 
INTO YOU: Pioneering Lip Mud
In 2020, INTO YOU disrupted the market by introducing Lip Mud, a hybrid formula combining the texture of clay and the pigmentation of lipstick. The debut product, Shero Lip Mud, sold over 41 million units by 2023, dominating Tmall’s lipstick category.
Awards & Accolades: Named Most Popular Domestic Beauty Brand on Xiaohongshu and recipient of the Fashion芭莎 International Beauty Award.

INTO YOU Indonesia

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INTO YOU Indonesia

Org chart

Teams

Offices

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