IN2IT
IN2IT is a Thailand-based color cosmetics brand offering skincare-infused makeup (primers, eyeliners, mascara, lipsticks, blushes, men's grooming, skincare) for mass-market consumers across Thailand's leading beauty retailers, online marketplaces, and its own e-commerce storefront.
- Company typePrivate
- Founded2000
- HeadquartersBangkok, Thailand
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What IN2IT does
IN2IT is a Thailand-based mass-market color cosmetics brand operated by Asia Pacific Cosmetics Corporation Ltd. (Thailand), with a 25-year operating history and headquarters in Bangkok. The brand manufactures and sells a full range of color cosmetics for women and men, organized across face (primers, cushions, powders, foundations, sunscreen), eyes (mascaras, eyeliners, brow products), lips (lipsticks, tints, glosses, balms), and cheeks (blushes, multi-use gels), plus a small skincare layer (makeup remover, kombucha essence). The portfolio is structured around several sub-brands: Hya-Cica The Series (sensitive-skin skincare-infused cosmetics), IN2IT Men (male grooming), The Professional Series (pro-grade cushions and bases), and Draw The Line The Series (precision eye and brow products).
IN2IT's core technology centers on proprietary formulation systems including Multi-Fixed Function (long-wear primers and setting powders), Hydro Magnet Micro Molecule Network (sustained-release lip moisturization), Pro-Long Fixed Function (12-hour setting powder), the Direct Fill Ink Tank System (continuous-flow eyeliner pens), and Film Freezer (waterproof men's foundation). The brand differentiates on the convergence of skincare actives (Hyaluronic Acid, Peptides, Vitamin E, Cica PDRN, Ceramide Complex, Marine Collagen, plant extracts) with high-performance makeup at mass-market price points of ฿59-฿450 per SKU.
Commercially, IN2IT operates a hybrid distribution model reaching end consumers via owned direct e-commerce (in2itcosmetics.com), third-party marketplaces (Lazada, Shopee, Konvy), and physical retail through Thailand's leading beauty and pharmacy chains (Watsons, Eveandboy, Beautrium, Boots), supermarkets (Tops, Lotus's, Big C), and specialty beauty retailers. Pricing is pay-as-you-go unit pricing with promotional discounts and free shipping above ฿500. Customer segments include women beauty consumers (primary), men's grooming consumers, and sensitive/reactive skin consumers, with no enterprise/B2B customer concentration. Marketing runs through social (Facebook, Instagram, YouTube, Twitter, Line), influencer/blog content, and earned PR. The company has received multiple category best-seller awards from Watsons, Eveandboy, and Daily News in 2024-2025, plus the APEA 2025 Inspirational Brand Award.
IN2IT firmographics
Firmographics- Name
- IN2IT
- Legal name
- บริษัท เอเซีย แปซิฟิค คอสเมติกส์ คอร์ปอเรชั่น (ประเทศไทย) จำกัด
- Website
- https://in2itcosmetics.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- IN2IT is a Thailand-based color cosmetics brand offering skincare-infused makeup (primers, eyeliners, mascara, lipsticks, blushes, men's grooming, skincare) for mass-market consumers across Thailand's leading beauty retailers, online marketplaces, and its own e-commerce storefront.
- Ownership category
- akta.pro rank
IN2IT industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Eye & Lip Skincare (CRABAAAC)
Keywords
Where IN2IT is headquartered
LocationHeadquarters
- HQ city
- Bangkok
- HQ country
- Thailand
- HQ region
- Asia
Offices1 record
Markets served
IN2IT business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: IN2IT sells directly to consumers through its owned e-commerce platform (in2itcosmetics.com), offering the full product range with home delivery across Thailand.
- Retail Distribution Sales: Products are sold through major Thai beauty retail chains and pharmacies including Watsons, Eveandboy, Beautrium, Boots, Tops, KIS, Lotus's, and Big C, generating revenue through wholesale distribution.
- Online Marketplace Sales: Sales through third-party online platforms including Lazada, Shopee, and Konvy, reaching consumers through marketplace distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual cosmetic products priced between ฿59 and ฿450 |
| Unit Pricing | Pay-as-you-go | Free shipping threshold for e-commerce orders |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
IN2IT product offering
Product offeringCore offering
IN2IT manufactures and sells a full range of color cosmetics and skincare-infused makeup products under its own brand, including facial primers, setting powders, cushions, eyeliners, mascaras, eyebrow products, lipsticks, lip tints, lip balms, and blushes. Products are developed with proprietary long-wear technologies (Multi-Fixed Function, Pro-Long Fixed Function, Film Freezer, Direct Fill Ink Tank) and skincare ingredients (Hyaluronic Acid, Peptides, Vitamin E, Cica, Ceramide Complex) and are distributed across Thailand through major beauty retailers, online marketplaces, and an owned e-commerce storefront.
Product overview
IN2IT is a Thailand-based cosmetics brand (under Asia Pacific Cosmetics Corporation) offering a comprehensive makeup and skincare portfolio organized around multiple sub-brands and product series. The core offering includes face products (primers, powders, cushions, sunscreens), eye products (mascaras, eyeliners, brow products), lip products (lipsticks, lip tints, lip balms, lip glosses), and cheek products (blushes, multi-use color gels). The brand also includes specialized sub-brands: IN2IT Men (male grooming line), Hya-Cica The Series (hyaluronic acid and centella for sensitive skin), Draw The Line The Series (precision makeup), and The Professional Series (professional-grade products). Skincare offerings include makeup removers and essence treatments. The products emphasize advanced technologies such as Multi-Fixed technology for long wear, UV protection (SPF/PA ratings), skin-nourishing ingredients (peptides, collagen, hyaluronic acid, natural extracts), and specific skin concerns (oil control, pore blurring, hydration). Distribution includes both physical retail (Watsons, Eveandboy, Beautrium, Boots) and online channels (Lazada, Shopee, Konvy).
Differentiator
Problem solved
Functional benefit
Brands
- IN2IT Men: A sub-brand line specifically designed for men, offering oil control foundations, eyebrow products, and men's grooming items
Products and services
- IN2IT Primer++ Enriched Vitamin-enriched face primer formulated with concentrated vitamin extracts that lock in deep moisture and provide 12-hour makeup wear. Targeted at women seeking long-wearing face bases.
- IN2IT Primer++ Glow Face primer with SPF25 PA+++ that provides UVA/UVB protection and a radiant, smooth base for makeup. Targets women seeking a glowing, protective face base.
- IN2IT PRIMER++ Velvet-textured, waterproof, sweat-proof, and oil-controlling face primer with PM 2.5 protection film that shields skin from dust particles. Multiple-time award winner at Watsons HWB Awards and Daily News Best of Daily Beauty 2025.
- IN2IT Cica Glow Sunscreen SPF50+ PA++++ Gel-milk sunscreen offering high-level UVA/UVB, blue light, and pollution protection, formulated with Cica PDRN, 5X Ceramide Complex, and 8X Hyaluronic Acid for deep hydration. Part of the Hya-Cica line for sensitive and acne-prone skin.
- IN2IT Ultra Smooth Powder Pact SPF35 PA+++ Pressed powder foundation with 5-micron fine powder particles providing retouched-smooth skin appearance with 12-hour oil control, SPF35 PA+++ sun protection, and Multi-Fixed Function technology. Targets consumers seeking shine-free, long-wear coverage.
- IN2IT True Skin Cushion SPF50+ PA++++ Semi-matte cushion foundation providing smooth, even skin with 16-hour oil control, SPF50+ PA++++, and Niacinamide and plant extracts for bright, irritation-soothed skin. Part of The Professional Series.
- IN2IT Skinlucent Luminous Setting Powder Translucent setting powder with light-reflecting particles that provides a radiant glow and healthy-looking skin, featuring Narcissus and Edelweiss extracts and Pro-Long Fixed Function technology for 12-hour wear.
- IN2IT Skinlucent Matte Setting Powder Silky matte setting powder with Multi Fixed Function technology for oil control and pore blurring, providing smooth, bright skin with natural extract protection.
- IN2IT Mattifying Loose Powder Soft loose powder providing mattifying effect with Multi Fixed Function technology for long-lasting wear, enriched with natural plant extracts for skin care benefits.
- IN2IT Pro-Lash Mascara & Base Clear gel mascara for eyelashes and eyebrows formulated with Active Pro-Vitamin B5 and Wild Lash Tripeptide Complex that strengthens and stimulates growth for visibly longer, stronger lashes after 15 days of continuous use. Awarded Best Mascara & Base at Eveandboy 2024.
- IN2IT Ultrablack & Ultrabrown Waterproof Eyeliner Pen Film-type waterproof eyeliner pen in ultra-black and brown shades featuring DIRECT FILL INK TANK SYSTEM for continuous ink flow and a FELT TIP APPLICATOR for precise application. Awarded Best Selling Eyeliner at Watsons HWB Awards 2024.
- IN2IT Hair Brush Eyeliner Pen Waterproof Quick-drying waterproof eyeliner with a nylon hair brush applicator for precision lines, long-lasting and easy to remove. Part of the Draw The Line The Series.
- IN2IT Over The Brow Pro Brow Pencil Brow pencil with integrated brush featuring a soft, smooth texture for easy application, creating smooth, even lines with a matte finish for a natural look.
- IN2IT Slim Perfect Brow Eyebrow Liner Ultra-slim 1.5mm brow pencil tip creating natural-looking brow hairs, enriched with Vitamin E, waterproof and sweat-resistant for all-day wear.
- IN2IT MEN Eyebrow Liner Men's eyebrow liner with Jojoba Extract that strengthens brows and stimulates roots for longer, thicker brow growth, with a long-wearing formula. Part of the IN2IT Men sub-brand.
- IN2IT Peptide Tint Gloss Balm Lip tint with caramel-gloss finish in 4 shades providing glossy, plump lips. Awarded Best Plumping Lip Oil of the Year at THE BEST OF DAILY BEAUTY 2025.
- IN2IT FOREVER MATTE LIPSTICK Semi-matte velvet lipstick with rich pigmentation providing full coverage in 5 shades (Ruby, Old Rose, Tomato, Paprika, Hot Pink).
- IN2IT Jelly Beam Glow Tint Jelly-textured lip tint providing glossy, mirror-like shine with plump, vibrant color in 5 shades.
- IN2IT Water Tint Blur Liquid Lip Gel-to-water texture liquid lipstick that transforms to a velvet matte finish, blurring lip lines for smooth, non-drying all-day wear in 5 shades.
- IN2IT Click Click Glass Lip Glossy lip balm in stick format featuring Hydro Magnet innovation combining multiple moisturizers in a Micro Molecule Network with Peptide and Multi-Vitamin C&E for plump, hydrated lips.
- IN2IT Moisture Bomb Lipstick Lipstick enriched with Vitamin E, Sunflower Seed Oil, Jojoba Oil, Peptides, and Vegan Active Ingredient with Micro Molecule Network for maximum moisturizing.
- IN2IT Build a Blush Jigsaw-style blush for customizable glow application in 4 shades (Teddy, Pony, Barnie, Bambi), talc-free with fine, lightweight texture for natural, long-wearing flush.
- IN2IT Paint It Multi-use gel for lips, cheeks, and eyes enriched with Collagen, Hyaluronic Acid, and Vitamin E, providing all-day soft matte finish with lightweight, intensely pigmented formula. Cruelty-free and vegan.
- IN2IT BLOOMING BLUSHER Waterproof blusher with flowery pattern pressing, silky smooth texture, and easy blending for natural-looking, long-wearing color. Cruelty-free, vegan, and halal certified.
- IN2IT Mild Eye & Lip Make-Up Remover Bi-phase watery make-up remover that easily removes waterproof and water-resistant makeup from face, lips and eyes, formulated with Aloe, Cucumber, Witch Hazel, and Vitamin E for moisturizing and soothing.
- Kombucha Miracle Water Essence Fermented black tea essence that increases smoothness and luminosity, nurtures and hydrates dull skin while minimizing pores and fine lines with soothing, oil-controlling benefits.
- IN2IT Men Oil Control Liquid Foundation Men's lightweight liquid foundation featuring Film Freezer Technology for sweatproof, waterproof, long-wearing coverage with SPF 30 PA+++ protection against UVA & UVB rays. Part of the IN2IT Men sub-brand.
- IN2IT Men Waterproof Eyebrow Mascara Waterproof eyebrow mascara that sets, tames, fills and colors brows for natural-looking, long-wearing definition with elegant radiance. Part of the IN2IT Men sub-brand.
- IN2IT Men Colour Matte Finish Lip Balm SPF20 PA++ Men's lip balm with color that prevents chapped lips from dry weather, sun exposure, or dehydration while protecting against UVA & UVB with Jojoba Oil moisturization. Part of the IN2IT Men sub-brand.
- IN2IT Men Oil Control Pressed Powder Smooth-coverage men's pressed powder with oil control function using Smooth Feel Technology that absorbs excess oil, sets makeup, and provides SPF 30 PA+++ UVA-UVB protection. Part of the IN2IT Men sub-brand.
Quantifiable outcome
- IN2IT Primer++ recognized as Best Selling Primer (Watsons HWB Awards 2024) and Best Matte Primer (Eveandboy 2024)
- +6 more outcomes
Companies that use IN2IT
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
IN2IT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
IN2IT partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Asia Pacific Cosmetics Corporation Ltd.coreAsia Pacific Cosmetics Corporation Ltd. (บริษัท เอเซีย แปซิฟิค คอสเมติกส์ คอร์ปอเรชั่น จำกัด) is the parent company and trademark holder of the IN2IT brand in Thailand. The company is headquartered in Bangkok and manages the IN2IT brand's operations, distribution, and compliance including PDPA data protection obligations.
- Watsons ThailandcoreWatsons is Thailand's leading health and beauty retail chain and one of IN2IT's most important retail partners. IN2IT has won multiple awards through Watsons including Watsons HWB Awards in both 2024 and 2025, demonstrating a strong and strategic distribution partnership.
- EveandboycoreEveandboy is a major beauty retail chain in Thailand where IN2IT products are sold. IN2IT has won Best Matte Primer and Best Mascara & Base awards from Eveandboy Best Selling Awards 2024, reflecting a strong channel partnership.
- BeautriumminorBeautrium is a Thai beauty retail chain listed as a distribution partner for IN2IT products alongside other major retailers.
- Boots ThailandminorBoots is an international pharmacy and health and beauty retailer operating in Thailand as a distribution channel for IN2IT products.
- Lazada ThailandminorLazada is a major e-commerce marketplace platform in Thailand where IN2IT products are sold through third-party marketplace distribution.
- Shopee ThailandminorShopee is a leading e-commerce marketplace platform in Thailand and Southeast Asia where IN2IT products are available for online purchase.
- KonvyminorKonvy is a Thai beauty-focused e-commerce platform and retailer where IN2IT products are distributed alongside other beauty brands.
- AtomeminorAtome is a buy-now-pay-later (BNPL) payment service integrated into IN2IT's e-commerce platform, allowing customers to pay in installments. This partnership expands payment options for consumers on the IN2IT online store.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
IN2IT competitors and assessment
Company assessmentBroad incumbents
- L'Oréal Paris: L'Oréal Paris is the global mass-market beauty flagship of L'Oréal Group, offering color cosmetics and skincare across all major Thai retail channels. It competes with IN2IT in mass-market face, lip, and eye categories but operates a much broader global portfolio with significantly higher R&D and marketing spend.
- Etude House: Etude House (AmorePacific) is a Korean mass-market color cosmetics brand with strong presence across Thai drugstores and beauty chains. It directly competes with IN2IT in lip, eye, and face color at comparable price points, leveraging Korean beauty trends and trend-driven product cycles.
- Maybelline New York: Maybelline (L'Oréal) is a global mass-market color cosmetics leader with deep distribution across Thai drugstores and beauty chains. It competes with IN2IT across the same face, eye, and lip categories at similar mass price points but with materially larger marketing budgets and global innovation pipelines.
Direct peers
- Beauty Buffet: Beauty Buffet is a Thai mass-market beauty and cosmetics brand sold through drugstores and beauty retailers in Thailand. It shares IN2IT's affordable price positioning, broad product range across skincare and color, and reliance on Thai retail chains for distribution.
- Mistine: Mistine is Thailand's leading mass-market cosmetics brand, selling color cosmetics and personal care through similar Thai drugstore and beauty retail channels at comparable accessible price points. It is the closest direct peer to IN2IT in terms of product breadth, channel strategy, and Thai mass-market positioning.
- Cathy Doll: Cathy Doll is a Thai mass-market color cosmetics brand distributed through drugstores and beauty chains across Thailand and Southeast Asia. It competes directly with IN2IT in lip, eye, and face color categories at similar affordable price points and shares overlapping retail channels including Watsons.
Regional players
- 4D Plus: 4D Plus is a Thai skincare and beauty brand sold through Thai drugstores and direct-sales channels at accessible price points. It overlaps with IN2IT in skincare-adjacent mass beauty, though it leans more heavily on skincare than color cosmetics and uses different channel mixes.
- Pixy: Pixy is a Japanese-origin mass-market color cosmetics brand with strong distribution in Indonesia and Southeast Asia. It is comparable to IN2IT in mass-market color cosmetics positioning, though it primarily serves different Southeast Asian markets and does not focus on Thailand as its anchor market.
Emerging players
- The Saem: The Saem is a Korean mass-market beauty brand (Hankook Cosmetics) with growing distribution across Thai drugstores and online marketplaces. It overlaps with IN2IT's skincare-infused color positioning and affordable price points, though with smaller scale than top Korean mass brands.
- SNP Cosmetics: SNP is a Korean emerging beauty brand focused on skincare and skincare-infused color products sold across Southeast Asian e-commerce and drugstore channels. It shares IN2IT's positioning around actives-driven mass beauty but is earlier-stage and channel-different (more digital-leaning).
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
IN2IT social profiles
Digital presenceIN2IT compliance and trust
Trust signalCompliance3 records
IN2IT financial estimates
Financial estimateRevenue estimate
Valuation estimate
IN2IT leadership team
Management profileNumber of profiles
Profiles1 record
IN2IT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IN2IT M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IN2IT
What does IN2IT do?
IN2IT manufactures and sells a full range of color cosmetics and skincare-infused makeup products under its own brand, including facial primers, setting powders, cushions, eyeliners, mascaras, eyebrow products, lipsticks, lip tints, lip balms, and blushes. Products are developed with proprietary long-wear technologies (Multi-Fixed Function, Pro-Long Fixed Function, Film Freezer, Direct Fill Ink Tank) and skincare ingredients (Hyaluronic Acid, Peptides, Vitamin E, Cica, Ceramide Complex) and are distributed across Thailand through major beauty retailers, online marketplaces, and an owned e-commerce storefront.
Is IN2IT a public or private company?
IN2IT is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was IN2IT founded?
IN2IT was founded in 2000. It employs 51 to 100 people.
Where is IN2IT based?
IN2IT is headquartered in Bangkok, Thailand, in the Asia region.
How does IN2IT make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution Sales and online Marketplace Sales.
Who are IN2IT's main competitors?
Broad incumbents on record are L'Oréal Paris, Etude House and Maybelline New York. Direct peers are Beauty Buffet, Mistine and Cathy Doll. Regional players are 4D Plus and Pixy. Emerging players are The Saem and SNP Cosmetics.
Does IN2IT have an API?
No public API is recorded for IN2IT.
What industry is IN2IT in?
IN2IT's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAE, Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.