2016–2017
KIM WOO-BIN / 金宇彬
Brand ambassador
ASIAN HIGH-FASHION COSMETICS BRAND
THE NEXT LOOK
STARTS HERE.
Founded in 2012, HEXZE moves at the speed of fashion—translating contemporary colour, serious formulation and Asian beauty culture into products that perform in real life.
01 / OUR ATTITUDE
FAST FASHION.
HIGH QUALITY.
HIGH IMPACT.
We pay attention to how people really use colour: what has to feel effortless, what must last and what makes a look unmistakably their own.
WHAT WE BELIEVE / 02
QUALITY FIRST.
BEAUTY THAT EARNS TRUST.
HEXZE was founded on a simple conviction: only consistent quality can build a lasting beauty brand. Every collection begins with the way people actually wear, touch and live with a product.
- 01
QUALITY AS THE BASE
Formulation, texture and packaging are developed as one complete experience.
- 02
REAL-LIFE PERFORMANCE
Products are designed to feel intuitive, comfortable and visibly effective in everyday routines.
- 03
CONFIDENCE THROUGH COLOUR
Colour is treated as a practical way to express identity, energy and self-belief.
012012
BRAND FOUNDED
0223,000 m²
INTEGRATED PRODUCTION BASE
034
COSMETIC PRODUCTION UNITS
0450
PRODUCTS IN THIS GLOBAL EDIT
THE SYSTEM / 03
SERIOUS BEHIND
THE SHOW.
- 01
INTEGRATED PRODUCTION
Colour and skincare development supported by an established cosmetics production base.
- 02
RESEARCH NETWORK
Product teams work across pigment, texture, comfort and skincare performance.
- 03
GLOBAL MATERIALS
Long-term collaboration with established international raw-material suppliers.
- 04
REGIONAL EXECUTION
Commerce and operations shaped for fast-moving Asian beauty markets.
THE LAB IN MOTION / 04
FORMULA. TEXTURE.
PERFORMANCE.
Inside the integrated development environment behind HEXZE, colour, texture, skincare comfort and production discipline are considered as one complete product experience.
THE JOURNEY / 05
THIRTEEN YEARS.
ONE COLOUR ATTITUDE.
- 2012
HEXZE is founded with a focus on high-quality, high-performance fashion colour.
- 2013
Its first 11.11 campaign becomes the sales champion among new stores.
- 2014
HEXZE enters the top three internet-native colour cosmetics brands.
- 2015
Chen Xiang becomes brand ambassador as hero products win awards and the brand reaches the category’s top two.
- 2016
Kim Woo-bin becomes brand ambassador; the lip category receives an annual industry award.
- 2017
Makeup artist PONY recommends HEXZE hero products.
- 2018
The global beauty journey expands through JD colour projects, Hawaii and New York Fashion Week.
- 2019
HEXZE collaborates with popular idol Justin Huang Minghao.
- 2020
He Changxi becomes lip makeup ambassador as overseas e-commerce opens.
- 2021
Venom Lip Glaze receives the Tmall Golden Makeup annual lip glaze award.
- 2022
HEXZE records the Kuaishou 618 colour cosmetics sales championship.
- 2023
The overseas headquarters opens and regional operations are established in Thailand.
- 2024
Popular colour products repeatedly rise across reputation and sales rankings.
- 2025
Malaysia and Indonesia operations extend HEXZE’s long-term Southeast Asian presence.
BRAND ARCHIVE / 06
THE FACES.
THE MOMENTS.
Internationally recognised actor Kim Woo-bin, global makeup creator PONY and Asian pop idol Justin Huang Minghao lead an archive of faces who carried HEXZE colour into wider popular culture.
2017
PONY PARK HYE-MIN / 朴惠敏
Global makeup creator recommendation
2019
JUSTIN HUANG MINGHAO / 黄明昊
Brand collaboration
2020
HE CHANGXI / 何昶希
Lip makeup ambassador
ARCHIVE
JEONG YI-NA / 郑伊娜
Korean model collaboration
ARCHIVE
KIM SEONG-EUN / 金圣恩
Korean model collaboration
PAST COLLABORATIONS & RECOMMENDATIONS
Historical brand archive only. Past appearances do not indicate a current commercial relationship.
- 2015
CHEN XIANG / 陈翔
Brand ambassador
- ARCHIVE
ZHANG KAIYI & YAN JIU / 张凯毅、颜九
Creator recommendations
- ARCHIVE
HUANG SHENGYI / 黄圣依
Product recommendation
THE PRODUCT UNIVERSE / 07
ONE ATTITUDE.
A COMPLETE RITUAL.
The HEXZE wardrobe moves from makeup preparation and high-performance colour to skincare, sun care and polished hair rituals.
01PREP & COMPLEXION
Tone refinement, flexible coverage and setting textures engineered to keep skin dimensional.
02LIPS & EYES
Modern pigments, precise formats and finishes that move from soft focus to after-dark impact.
03SKIN & SUN
Cleansing, hydration, treatment and daily protection designed to support the first layer of every look.
04HAIR & ESSENTIALS
Considered wash, care and beauty tools that complete the routine with polish and ease.
THE NEXT CHAPTER IS LIVE.