INTO U and Aoyama Contest 2025: A Celebration of Individuality and Beauty

INTO U, a Chinese cosmetics brand that has sold over 55 million units globally, has once again collaborated with the Miss Mister Aoyama Contest for 2025. Held on October 25 at the Hikarie Hall in Shibuya, this event aimed to inspire students to enjoy and express their individuality through makeup.

Supporting Students’ Expression

The collaboration between INTO U and the Miss Mister Aoyama Contest is focused on empowering students to embrace their uniqueness. The theme of this year’s contest was “Love,” “Myself,” and “One,” which reflected the core idea of self-acceptance and spreading love to others. By actively participating in events like this, INTO U reinforces its commitment to inspiring young people to express their personal style and beauty.

During the event, INTO U distributed 800 gifts to attendees, which not only made the event more special but also allowed participants to experience the brand’s products firsthand. Furthermore, special awards, known as the INTO U Awards, were presented during the ceremony by Yang Qian, the CEO of Reichi Co., Ltd., highlighting the tremendous talent and beauty of the winners in both the Miss and Mister categories.

INTO U’s Vision

With a slogan that translates to “growing alongside you,” INTO U focuses on enabling freedom of self-expression through makeup. This brand has gained immense popularity among Generation Z, particularly with products like their “Super Matte Lip,” affectionately termed the ‘Mud Lip’ across various platforms. With plans for expansion into Asian and Western markets, INTO U stands as a key player among emerging Chinese beauty brands.

The support of this contest aligns with INTO U’s long-term goals of encouraging individuals across all demographics to embrace their unique beauty. By fostering an environment where students can showcase their individuality, INTO U is helping to create a more inclusive and expressive society.

Aoyama Contest Celebrates 50 Years

The Miss Mister Aoyama Contest, an officially recognized student event by Aoyama Gakuin University, has celebrated its 50th anniversary this year. This prestigious platform allows candidates to shine and share their personal stories. The overall theme of the competition emphasizes the importance of self-love, building connections, and fostering a supportive community that encourages every participant’s unique charm to emerge visibly.

This continued collaboration showcases INTO U's dedication to supporting youth in Japan while bridging cultural beauty standards across borders. As the event unfolds, the excitement surrounding both the contest and INTO U continues to grow, presenting vibrant possibilities for future interactions and collaborations.

For those keen on exploring more about INTO U, additional resources can be accessed through their official channels: INTO U Official Website, Instagram @intou_new_official_jp, X @intou_official, and TikTok @intou_official_jp.

Reichi Co., Ltd. Company Overview

- Company Name: Reichi Co., Ltd.
- CEO: Yang Qian
- Location: 4-3-4 Kudan Minami, Chiyoda, Tokyo
- Founded: May 2021
- Capital: 9 million yen
- Business Activities: Planning, development, and sales of cosmetics; management of web advertising.