Today we’d like to introduce you to Minnie Ma
Hi Minnie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My journey has been anything but predictable, and honestly, that’s what makes it exciting. I didn’t start in beauty—I started in finance, buried in spreadsheets, analyzing investments and market trends. By day, I was deep in venture capital; by night, I found myself stepping into an entirely different world—media. Reporting news during the pandemic was an unexpected turn, but it taught me the power of storytelling, of making information accessible, and of connecting with people on an emotional level.
But life has a funny way of leading you to places you never expected. While I was analyzing numbers and delivering headlines, I realized something was missing—a sense of personal connection, a mission that truly resonated with me. That’s when beauty entered the picture.
I’ve always believed that beauty is more than just products—it’s confidence, self-expression, and identity. Yet, for the longest time, I didn’t feel like I fit into the industry’s traditional mold. Growing up, I wasn’t the ‘perfect’ beauty standard, and I know I wasn’t alone in feeling that way. That realization became the foundation of INTO YOU—a brand that doesn’t dictate how beauty should look but instead empowers people to define it for themselves.
From launching bold, multi-use lip products to collaborating with 3.1 Phillip Lim at New York Fashion Week, INTO YOU quickly grew into something bigger than I ever imagined. Today, we’re in over 700 stores in Japan, ranking among the top three lip brands in China, and expanding across Asia and beyond. But more than the numbers, what drives me is the impact—giving people the courage to embrace their individuality, to express themselves fearlessly, and to break free from outdated beauty stereotypes.
Of course, this journey hasn’t been without challenges. One of the biggest hurdles has been changing global perceptions about Chinese beauty brands. There’s still a lingering stereotype that Chinese products lack quality or innovation, and we’re here to prove that wrong—every single day. INTO YOU isn’t just about affordability; it’s about craftsmanship, creativity, and redefining what Made in China can truly mean.
Looking back, my background in finance helped me see hidden potential, media taught me the art of storytelling, and beauty gave me a purpose that is deeply personal. I never set out with a perfect roadmap, but I followed my instincts, embraced the unexpected, and learned to rewrite my own story. And if there’s one thing I’ve learned, it’s this: success isn’t about sticking to a plan—it’s about staying open, adaptable, and brave enough to take the next step, even when you don’t know exactly where it leads
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
A smooth road? Not even close. If anything, the journey has been full of unexpected detours, uphill battles, and moments where I questioned everything. But honestly, that’s what makes it all worth it.
One of the biggest challenges has been changing perceptions about Chinese beauty brands. There’s still a stereotype that Chinese products are just knockoffs, lacking in quality or innovation. Breaking that mindset hasn’t been easy. We’ve had to work twice as hard to prove that INTO YOU is more than just another beauty brand—it’s a movement redefining what Made in China really means. We focus on high-quality formulations, bold creative concepts, and innovative textures that stand out in a crowded industry. Every product we launch is a statement: Chinese beauty can be world-class.
Another challenge? Building a brand that doesn’t fit the traditional beauty mold. INTO YOU isn’t about the ‘perfect’ beauty standard—it’s about individuality, creativity, and self-expression. But in an industry that has long been shaped by rigid ideals, convincing people that beauty can be more than just one look or one formula wasn’t easy. There were moments when people doubted whether a brand that championed unconventional beauty could succeed. But we believed in it, and seeing our products resonate with people around the world has been the ultimate validation.
Then, of course, there’s the reality of entrepreneurship itself. When you start a brand, you’re constantly solving problems—supply chain issues, market shifts, unexpected crises. There were times when things didn’t go as planned, when doors closed, and we had to figure out another way forward. But I’ve learned that setbacks aren’t failures; they’re just plot twists. And if you’re willing to adapt and keep moving, you’ll always find a way.
Looking back, every challenge has made us stronger, more innovative, and more determined to keep pushing boundaries. INTO YOU was never meant to follow the rules—we were meant to rewrite them. And that’s exactly what we’re doing, one bold shade at a time
As you know, we’re big fans of INTO YOU Cosmetics. . For our readers who might not be as familiar what can you tell them about the brand?
NTO YOU is more than just a beauty brand—it’s a movement. We’re here to break the rules, challenge outdated beauty standards, and give people the freedom to express themselves however they choose. We specialize in bold, innovative, and multi-functional beauty products that redefine the way people experience makeup. Our best-selling lip products, known for their ultra-lightweight, high-impact formulas, have taken the beauty world by storm, ranking among the top three lip brands in China and expanding into markets across Japan, Malaysia, Thailand, Vietnam, and beyond.
So, what sets us apart? First, our unapologetically creative approach to beauty. From unique textures and innovative formulations to packaging that feels fresh and modern, we’re not here to blend in—we’re here to stand out. Unlike traditional brands that push rigid beauty ideals, we believe makeup should be a playground, not a rulebook. Whether you want a bold red lip or a barely-there stain, INTO YOU is here to give you the tools to create, experiment, and express yourself freely.
Another thing we’re incredibly proud of is our role in redefining perceptions of Chinese beauty brands. For too long, there’s been a stigma that Chinese beauty products are low-quality imitations, and we’re here to prove otherwise. Every product we create is a testament to craftsmanship, creativity, and innovation. We’re setting a new global standard—one that proves that Chinese beauty can be world-class, luxurious, and truly original.
Beyond our products, what makes INTO YOU special is our community. We’re not just selling makeup; we’re building a space where everyone feels seen, celebrated, and empowered. Beauty isn’t about meeting a standard—it’s about embracing who you are. And that’s the message we want our readers to take away: You don’t have to fit in. You don’t have to follow the rules. You just have to be you.
Looking ahead, we’re excited to keep pushing boundaries, launching new innovative products, and expanding INTO YOU’s presence worldwide. Whether it’s through new collaborations, game-changing formulas, or inspiring more people to embrace their individuality, we’re just getting started. Beauty is evolving, and INTO YOU is leading the way.
Do you have recommendations for books, apps, blogs, etc?
There’s something timeless about stories of resilience, ambition, and reinvention—maybe that’s why Gone with the Wind (1939) has always stuck with me. Scarlett O’Hara’s sheer determination, her ability to adapt, and that relentless ‘Tomorrow is another day’ mindset? It’s something I deeply resonate with, especially as an entrepreneur. Business, much like life, is unpredictable. Plans fall apart, unexpected challenges arise, but the ones who make it are those who refuse to give up.
Contact Info:
- Website: https://www.intoyoucosmetics.com/
