One-price shop Daiso’s online store recently experienced a temporary outage due to an unexpected surge in demand. The overwhelming response to a newly launched collaboration with the emerging vegan beauty brand Dinto caused the server crash. The entire collection of Prelude Dinto lip tints and eye palettes sold out within a day, both online and in Daiso’s physical stores.
Dinto, which sparked a frenzy with its sold-out launch, is known for its distinctive identity in the K-beauty industry. The brand takes inspiration from classical literature, transforming themes from both Eastern and Western classics into makeup products. Even its name, “Dinto,” is a shortened form of “Deeply Into,” reflecting its immersive approach to beauty.
In an interview with ChosunBiz on Feb. 20 at Dinto’s headquarters in Seoul, CEO Ahn Ji-hae shared a quote that has deeply influenced her: “Our life is what our thoughts make it.” One of the brand’s signature products, the Blur-Glowy Lip Tint, was inspired by Marcus Aurelius’ “Meditations.” The Roman emperor’s philosophy of inner strength aligns with the product’s concept—a sheer, luminous tint that spreads softly across the lips.
Ahn chose classical literature as a theme to highlight the timeless beauty of classical works. “Our brand philosophy is that beauty without depth is mere decoration,” she explained. “Dinto is more than just a cosmetics brand—we seek depth in life, not just beauty.”
Ahn added, “I hope women can use their makeup time not just to look pretty, but as a moment to center themselves. The books a woman reads and the words she speaks can shape her future, and I hope that everyday cosmetics can spark that transformation.”
Ahn highlighted this as Dinto’s key differentiator from other K-beauty brands. Instead of following trends or producing copycat products, the brand focuses on crafting its own distinctive collections. This approach has cultivated a dedicated fandom that loves the brand itself, not just individual hit products. “Dinto aims to be a trendsetter rather than a trend follower,” Ahn emphasized.
Dinto’s rapid growth underscores its strong market appeal. Since 2021, its revenue has more than doubled each year, rising from 8 billion won ($5.6 million) in 2023 to over 20 billion won ($14 million) last year, with a 2024 target of 50 billion won. Nearly half of its revenue now comes from overseas, with Japan as a key market. The brand has entered 5,000 physical stores in Japan and ranked first in sales on platforms like Qoo10 Japan. To reflect its popularity there, Dinto has even introduced a haiku-inspired concept in its new product lines as part of its localization strategy.
Investor confidence in Dinto is growing rapidly. The company first secured 100 million won from startup accelerator CNT Tech, followed by another 100 million won. Additional investments include 200 million won from Mark & Company and the Yoonmin Foundation, 800 million won from an undisclosed private equity fund, and 600 million won from Kolmar Korea.
Dinto’s next big goal is breaking into the U.S. market, with a focus on making K-beauty synonymous with lip colors. The brand plans to accelerate its North American expansion by leveraging its entry into Amazon and T.J. Maxx this year.
“I’m confident that K-beauty will continue to grow rapidly,” Ahn said. “There isn’t yet a Korean color cosmetics brand with a strong presence in the U.S., but we’re ready to change that with our lip products. We’re also seeking additional investments to support our expansion.”
