IN2IT Turns 25 with Beauty, Love & a Little K-Pop Magic

There’s something rather special about a beauty brand reaching the 25-year mark, and IN2IT certainly knew how to celebrate it. IN2IT Malaysia recently held its 25th anniversary celebration at Sunway Pyramid, centred around the theme “Beauty and Love.”

It was an afternoon filled with beauty, fans, entertainment and, of course, a little K-pop excitement, because making an appearance was none other than Hendery from NCT’s WayV.  

25 Years of IN2IT  

Over the years, IN2IT has become one of those familiar names in Malaysian beauty, the kind of brand many of us have probably spotted in our makeup bags, at Watsons or while browsing for an easy everyday beauty fix.  So seeing the brand celebrate 25 years was a lovely reminder of just how much the beauty scene has changed over the years.  

The anniversary celebration at Sunway Pyramid, held from 22 to 27 September 2026 brought that history together with plenty of fun experiences for fans and beauty lovers.  There were also exclusive 25th Anniversary Gift Sets, created as a little thank you to the community that has supported IN2IT throughout its journey.  

Naturally, the atmosphere went up a notch when Hendery of NCT’s WayV took to the stage.  During an intimate session, Hendery chatted about his first impressions of Malaysia and what it meant to be part of IN2IT’s milestone celebration. Fans also got to hear their messages being shared with him, followed by an exclusive group photo opportunity for selected lucky winners. The celebration also welcomed YAM Tengku Zatashah binti Sultan Sharafuddin Idris Shah, Princess of Selangor, adding another special touch to the occasion.  

What was enjoyed about the celebration was that beneath all the excitement, it really came back to something quite simple, which was beauty should be fun, accessible and confidence-boosting. Twenty-five years later, IN2IT is still evolving with its community, while looking ahead to what comes next.  From everyday makeup favourites to a milestone celebration with a K-pop star, it’s certainly been quite a journey. So Happy 25th Anniversary, IN2IT, and here’s to the next chapter.