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The INTO YOU Cosmetics Registration Project marked a significant milestone in the brand’s international expansion.INTO YOU officially registered its range of innovative lip products in Dubai, bringing founder Wen Chong’s groundbreaking “lip mud” texture invention from Shanghai to the Middle Eastern cosmetics market, where the brand’s philosophy of “BRAVE, CONFIDENT, INDEPENDENT, FREE-WILL, FEARLESS” resonates with Dubai’s forward-thinking beauty consumers.
The registration process involved comprehensive ingredient verification, lip mud formula validation, and product safety assessments in accordance with Dubai Municipality’s cosmetic regulations. Each INTO YOU product was meticulously reviewed to ensure alignment with UAE’s high standards for color cosmetics imports, with particular emphasis on the brand’s innovative mousse texture the proprietary soft, mud-like formulation that bridges matte finish with moisturizing comfort, addressing the December 2019 market gap identified by founder Wen Chong during his eight-year Alibaba tenure.
INTO YOU’s Dubai entry reflected remarkable growth trajectory from May 2020 Tmall launch attracting 530,000 followers within months to securing $4.63 million angel funding from Fosun Rui Zheng Capital and GSR Ventures. The successful registration positioned this lip mud category inventor within Dubai’s thriving beauty retail landscape, offering consumers access to 100+ shades beloved by 80 million fans across 40+ countries, with the brand’s signature velvety-matte products now available through UAE’s premium cosmetics channels.
Through this registration milestone, INTO YOU introduced its commitment to breaking conventional beauty boundaries starting from “YOU” to create unique self-expression through vibrant colors and playful experiences. Since pioneering lip mud texture in 2019 with 3,141-percent year-on-year sales growth reaching $35.7 million on Alibaba, the brand continues empowering women’s individuality. Now serving Dubai’s diverse consumer base, INTO YOU delivers cruelty-free, vegan formulations that celebrate modern femininity through cutting-edge texture innovation and inclusive shade ranges.
