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The Evolution of Convenience Store Cosmetics Is Here! FamilyMart X Hince's 'Hana by Hince' Unlocks a New Market

2026.06.10

FamilyMart has teamed up with the Korean cosmetics brand hince to launch an exclusive new line: "hana by hince." This collaboration is shaking up the cosmetics aisle in convenience stores.

In a market where customers demand convenience but also have rising expectations for quality and design, what unique value does this brand offer? We sat down with Kamimura, who is in charge of cosmetics at FamilyMart Co., Ltd., to discuss the story behind its development and the passion poured into the products.

PROFILE

Tomomi Kamimura

CW & Cosmetics Group, CW & General Merchandise Department, Lifestyle Division, FamilyMart Co., Ltd.

Kamimura joined FamilyMart Co., Ltd. in April 2006. After overseeing products such as bread, oden, and yakitori on a national level and working in the regional merchandising department, she took on her current role in May 2024. Her responsibilities include launching the FamilyMart-exclusive Korean cosmetics line, "hana by hince."

A Bold Move to Redefine Convenience Store Cosmetics

Cosmetics at convenience stores were once seen as little more than emergency-purchase items—things you'd grab when you forgot your makeup bag or needed something for an unexpected overnight stay. FamilyMart was no exception, with few customers making a special trip just to buy their cosmetics.

What's more, attracting a younger demographic—specifically teens and customers in their twenties—had been a long-standing challenge for the company. Kamimura, the cosmetics manager, reflects on the situation at the time:

“Most people buying cosmetics at a convenience store were doing so out of urgent need. We had to find a new trend that would shift this behavior, turning those emergency buys into intentional, destination purchases.”

The solution they landed on was Korean cosmetics, a segment experiencing explosive growth in the market. The project kicked off with a clear goal: by bringing in popular K-beauty products beloved by younger consumers, they could break free from the “emergency-buy” stereotype and create a new reason for customers to visit FamilyMart specifically for cosmetics.

The "hana by hince" product lineup, co-developed by FamilyMart and hince.

They also saw huge potential in the convenience store model itself. The accessibility of being open 24/7 and having locations across the country is a massive advantage for selling cosmetics.

However, Kamimura explains that with the traditional product assortment, most chains offered similar items, making it hard for any one store to stand out.

“To keep FamilyMart competitive, we needed to launch an original brand that would make people say, 'Let's go to FamilyMart specifically for this brand's products.'”

Why hince? The Story and Strategy Behind the Collaboration

From the countless Korean cosmetic brands out there, they chose to partner with "hince," a brand known for its sophisticated aesthetic and trendy color palettes. While hince's core demographic is customers in their late twenties and thirties, the brand was also keen on reaching a younger audience.

“FamilyMart was eager to bring in teens and twenty-somethings, and we were also uncompromising on quality. Meanwhile, hince wanted to tap into a new customer base, so our needs were perfectly aligned.”

And so, "hana by hince" was born. It was designed to maintain hince's sophisticated vibe while being perfectly suited for the accessible convenience store environment. To set it apart from existing hince products, the new line features affordable prices and travel-friendly mini sizes.

The challenge was translating hince's unique aesthetic into the convenience store setting. A key part of the solution was creating sophisticated packaging that you'd be proud to carry around.

With its matte texture and minimalist shapes, the design is chic and easy for adult women to incorporate into their daily routine. When you hold it in your hand, its palm-perfect size immediately feels right for on-the-go cosmetics.

A mini size that fits easily into a makeup bag, featuring a simple, rounded design.

The Secret to Balancing Low Prices and High Quality

The standout features of "hana by hince" are its affordable price point and its mini size, which slips easily into small bags and pouches. However, achieving low prices while upholding hince's signature high quality was no easy feat.

"The biggest challenge was definitely figuring out how to offer quality items at a reasonable price. To prevent them from looking cheap, we took several steps, like standardizing the container sizes to some extent," they explained.

This balance of price and quality is supported by the sheer scale of FamilyMart, which operates approximately 16,400 stores nationwide. The massive order volume from this vast network makes it possible to develop products without compromising on quality while keeping costs down.

The product design also reflects a perspective unique to convenience stores. Since a wide range of customers visit, the brand focused on creating a buildable color payoff—sheer on the first application and adjustable to the desired intensity by layering—making it incredibly user-friendly, even for makeup beginners.

For instance, the eyeshadows are formulated with a moist texture to minimize fallout. Instead of large, flashy glitter, the brand pursued a fine, elegant shimmer.

"We focused on creating products that are easy for anyone to use, regardless of age, while still capturing that signature hince elegance."

Triple Eye Palette, ¥1,450 each (tax included)

The foundation strikes a perfect balance between coverage and a radiant, dewy finish. The shades have also been specially adjusted to blend seamlessly with the skin tones of Japanese consumers. By harnessing the appeal of the bright tones typical of K-beauty while pursuing a color balance perfect for daily wear, the product has won over a huge following.

Featuring a color design that blends seamlessly with Japanese skin tones. Layer Fit Cushion, ¥1,780 each (tax included)

Careful thought was also poured into the color range. The lip tints, for example, are primarily available in a four-shade lineup designed with personal color theory in mind—cool (blue-based) and warm (yellow-based) tones. This makes it easy for anyone, regardless of their skin tone, to find a shade that suits them.

What's more, the lip tints are packed with moisturizing ingredients to prevent dryness and boast a long-lasting formula that keeps the color vibrant for hours.

A color lineup that suits everyone and caters to various personal color tones. Water Glass Tint, ¥990 each (tax included)

Store Layout Design That Drives "Destination Shopping"

The cosmetics section in a convenience store operates under different constraints than a drugstore or specialty shop. With customers spending less time in-store and having little opportunity to test products, the key challenge is how to effectively communicate a product's appeal and encourage a purchase.

To address this, meticulous attention has been paid to the sales floor design.

"We're very particular about our promotional materials and how samples are displayed, so customers can get an idea of the color and how it looks just by glancing at the packaging. We also got creative with the fixture designs and font sizes to express the brand's world within the limited space."

A design that shows the color inside at a glance. Shine Highlighter Balm, ¥990 each (tax included)

An in-store layout designed to convey the colors and features of the items at a glance, even in a limited sales space.

The rapid pace of product turnover is another hallmark of convenience stores. The line initially included nail colors, but sales were discontinued due to lower-than-expected demand for at-home manicures. In a display of flexibility, they were replaced with high-demand eyebrow pencils.

Products like eyebrow pencils, often called "stick" items, tend to build a loyal following of repeat buyers who, once they find one they love, will use it for a long time. These are strategically included in the lineup as essential items meant to become a long-term part of a customer's daily routine.

Three shades to match any hair color. Skinny Fit Eyebrow, ¥880 each (tax included)

FamilyMart's Vision for the Future of Convenience Store Cosmetics

Cosmetics at convenience stores, once seen as a last-minute-only purchase, are now becoming destination items. In recent years, the company's apparel line has generated significant buzz, establishing a shopping habit where customers visit stores specifically for those items.

"We aim for our cosmetics to also become destination items, making people think, 'I’m going to FamilyMart because they have this product,'" says Uemura, signaling that FamilyMart's cosmetics venture is entering a new stage.

From a place you stop by during your daily errands to a destination for discovering your new favorite makeup. A new perception of convenience store cosmetics is starting to unfold.