IN2IT Marks 25 Years in Malaysia With Hendery
A K-pop appearance is a reliable way to fill a mall concourse, and IN2IT used one to mark a genuine milestone. The Malaysian cosmetics brand turned 25 this year, and it closed out the celebration with a six-day event at Sunway Pyramid headlined by Hendery of NCT's WayV.
What happened at Sunway Pyramid
The celebration ran from 22 to 27 September 2026 at the Orange Concourse in Sunway Pyramid, built around the theme "Beauty and Love". The headline draw was Hendery of NCT's WayV, who sat for an on-stage interview and shared his first impressions of Malaysia and his thoughts on joining the anniversary. Selected fan messages were read aloud during the session, and a group of winners picked ahead of the event were treated to a group photo with him.
The event also drew YAM Tengku Zatashah binti Sultan Sharafuddin Idris Shah, Princess of Selangor, alongside Danny Hoh, Chief Operating Officer of Watsons Malaysia, the brand's retail partner for the milestone. Together with Phyllis Fong, Managing Director of APCCMY, they unboxed a giant birthday gift to cap the celebration.
25 years of an accessible beauty brand
IN2IT has been a fixture on Malaysian shelves since 2000. It is owned by the Asia Pacific Cosmetics Corporation in Thailand, and it built its name here on affordable face, eye, and lip products, many of them Halal-certified, sold across more than 1,000 health and beauty stores nationwide. The anniversary is a reminder of how long the brand has sat in that accessible, everyday tier rather than at the premium counters.
"25 years ago, IN2IT set out with a simple mission: to help everyone put their best face forward with confidence," said Phyllis Fong, Managing Director of APCCMY. To mark the year, the brand also put together a run of 25th Anniversary Gift Sets aimed at the shoppers who have followed it over that stretch.
Why the star power makes sense
Booking an NCT member for a homegrown cosmetics brand is a bigger swing than it looks, and it fits a wider pattern of consumer brands leaning on music and celebrity draw to pull a crowd. It is the same logic behind collaborations like Nespresso's Samra Origins tie-up with The Weeknd, where a familiar face turns a product moment into an event.
For IN2IT, the pairing also keeps the brand in front of a younger, K-pop-fluent audience without moving it out of its affordable lane. If value is the point, it sits in the same conversation as the wider shift toward a clear set of results without the markup, which is the pitch behind launches like The Ordinary's RM55 lip treatment.
The takeaway
Anniversaries in beauty are usually marked with a limited edition and a press photo. IN2IT went bigger, using a six-day event and a K-pop headliner to turn 25 years on Malaysian shelves into something its shoppers could actually turn up to.
