Beloved cosmetics brand IN2IT marked a quarter-century of empowering everyday confidence with a star-studded anniversary bash at Sunway Pyramid’s Orange Concourse. Running from 22 to 27 September, the celebration brought together beauty enthusiasts, K-pop fans, and distinguished guests to honor the brand’s deep roots in Malaysia’s retail landscape.
Centered around the theme “Beauty and Love,” the milestone event celebrated IN2IT’s evolution from a simple mission to a local beauty staple. To thank the community that fueled this 25-year journey, the brand unveiled exclusive 25th Anniversary Gift Sets, crafted specifically as an appreciation for its loyal customers.
A Star-Studded Fan Experience with NCT WayV’s Hendery
The undisputed highlight of the festivities was a special appearance by K-pop sensation Hendery of NCT’s WayV, who drew massive crowds for an exclusive fan meet-and-greet. During an intimate on-stage interview, Hendery charmed the audience by sharing his warm first impressions of Malaysia and his excitement at joining IN2IT’s milestone. The interactive session featured Hendery reading selected fan messages aloud, culminating in exclusive group photo opportunities for lucky contest winners chosen ahead of the event.
A Royal Presence: Princess of Selangor Graces the Celebration
Adding a layer of prestige to the birthday celebration, YAM Tengku Zatashah binti Sultan Sharafuddin Idris Shah, Princess of Selangor, attended the event, underscoring the brand’s enduring cultural and retail significance within Malaysia.
“25 years ago, IN2IT set out with a simple mission: to help everyone put their best face forward with confidence. Today, as we celebrate this incredible milestone, we are reminded that our journey has always been about our customers and supporters, who have stood by us every step of the way. Having Hendery join us for this celebration, together with such distinguished guests, YAM Tengku Zatashah, Princess of Selangor and our business partner, Watsons, made this milestone truly unforgettable,” said Ms Phyllis Fong, Managing Director of APCCMY.
Recognized across the country for providing accessible, high-quality makeup routines, IN2IT used this silver jubilee to bridge its heritage with the future. By blending vibrant pop-culture entertainment, heartfelt community tributes, and royal support, the celebration perfectly set the stage for the brand’s next chapter of beauty innovation.