Our Value

The Story Behind HINATA COSME

Hinata Ito, a mother of two boys, has always had a deep passion for beauty and makeup. Before moving to Japan, she became a certified professional makeup artist in Singapore, where she refined her craft and developed an even stronger love for the art of enhancing beauty. Despite the challenges of motherhood, her love for makeup and beauty only grew. In fact, her daily skincare routine became a calming escape, giving her a moment to recharge in her busy life.

Hinata firmly believes that all women deserve to feel beautiful, confident, and radiant. This belief inspired her to establish HINATA LLC, a company devoted to connecting women around the world with high-quality Japanese cosmetics. For Hinata, beauty isn’t just about appearance-it’s about confidence, empowerment, and the joy it brings to women and their families.

At HINATA, we believe that beauty can be cultivated with the right skincare knowledge, a consistent routine, and high-quality products. Our mission is to provide essential skincare solutions that help women maintain healthy, glowing skin without breaking the bank. Along with our premium products, we offer valuable skincare tips and guidance, empowering women to make informed decisions about their skincare routines.

We believe that beauty has no boundaries, and geography should never prevent a woman from feeling beautiful. Everything we do at HINATA is for the happiness of all women-especially the moms who deserve to look and feel their best every day.

“As a mom and a woman, I understand the importance of balancing family, personal care, and self-expression. I know how difficult it can be to prioritize yourself amidst the demands of daily life, but I also believe that self-care is essential for every woman’s well-being. By creating HINATA, I’ve made it my mission to provide other women—especially mothers—with the tools they need to feel confident, beautiful, and empowered in their own skin. Through simple, effective skincare products and expert guidance, I aim to help women nurture their beauty both inside and out, allowing them to shine in every aspect of their lives.”