INU

From Bulbapedia, the Free Encyclopedia

"there's beauty behind every bleeding lily"

INU, previously known as INU Cosmetics, is a Johtonian cosmetics brand based in Goldenrod City, Johto. The company was founded in 2019 by Model and former-idol SHEBA INOUE . As of 2022, the company is valued at approximately $900 million.

The company offers beauty products including cosmetics, skincare, body, fragrance, beauty tools, body lotions, haircare and more recently, jewelry.

In 2015, Inoue released a limited edition makeup palette in collaboration with Coiffure Clips's makeup branch. The palette saw immediate success for its affordable pricing, quality and color selection. At the end of the event, over 3 million products were sold.

Inoue acquired Coiffure Clips in 2019, renaming it to INU Cosmetics, a few years after her resignation as an idol in 2017. The company's first collection Destiny Bond, a palette with two shades of lipstick, debuted in April 2019. The initial 20,000 products produced were sold out within the first week, and production was increased to 500,000 of each product. In September of the same year, the company released their second collection, House of Asmodeus. By the end of 2018, the company's total revenue was over $250 million.

Since its sudden success, INU has collaborated with several other celebrities on collections for INU. Notable collaborations include Sanrio, Pokestar Studios, Boutique Couture, and celebrities.

In December of 2020, in response to the Ultra Beast War, INU releases their largest collection to date: Titania. The collection consisted of three different palettes, six lipsticks, pressed powder, three colors of eyeliner and two sets of false lashes. All revenue and proceeds were donated to the region of Hoenn to assist with the rebuilding and restoration.

In 2021, the company releases its first foundation and concealer line. The launch is a success, and is highly praised for its diversity. Later in the year, the company releases their first foundation maker, which allowed consumers to create their own shades of foundation using a picture from the phones, and mixing existing foundations made by INU.

INU opens a second headquarters in Slateport City, Hoenn in February 2022. To commemorate this event, Inoue releases a Hoenn exclusive palette.