rom&nd

rom&nd (stylized in lowercase with an ampersand) is a South Korean makeup brand launched in 2016 [1]. Part of the wider K-beauty wave, it is known chiefly for lip products and builds its identity around helping customers find shades that suit them, using what it calls K-beauty formulas and honest guidance. The brand remains active: it operates an international storefront with ongoing product launches, opened its first physical store in 2025, and continues to win category awards.

The company presents itself as more than a cosmetics label, describing its approach as a blend of "content, community, and cosmetics" [1]. Its legal entity trades as rom&nd Beauty Corp, and its products are sold across multiple channels, including internationally.

rom&nd concentrates on color makeup, with lip products at the center of its range alongside face and eye items. Its catalogue groups lip formulas into glow, matte and mini families, and the brand's best-known launches include the Juicy Lasting Tint, the Dewy·ful Water Tint, the Glasting Melting Balm and the Lip Mate Pencil. The Juicy Lasting Tint, a glossy lip tint, is repeatedly cited as a best-selling item, and one rom&nd lip product has been described as holding "Holy Grail status" among users [5].

The brand frames makeup as a form of self-discovery rather than simple decoration. On its site the company writes that "finding your color is more than just a makeup — it's about discovering what feels most like you," and states that it turns its community's "real voices into products." Its tagline is "Find Your Color with rom&nd." This community orientation extends to how it describes its growth, saying it aims to create "beauty with fans, not just for them."

Since its 2016 launch, rom&nd has moved from an online-led brand toward a broader retail and cultural presence. In March 2024 it partnered with the Japanese convenience-store chain Lawson to produce mini-size cosmetic products [5]. In 2025 it opened its first offline store, in the Seongsu-dong neighborhood of Seoul [5]. The same year, the singer Hannah Bahng became rom&nd's first global brand ambassador and worked with the company on a new makeup line [5].

rom&nd has been recognized in South Korean beauty awards. It won an Olive Young Award for best lip tint in 2023, and in 2025 it took the top prize in the makeup category at the K-Beauty Icon Awards [5]. Coverage in established Western beauty press remains comparatively limited, with much of the brand's visibility coming from K-beauty retailers and enthusiast media.

The brand is active. As of 2026 it runs a live storefront featuring new releases such as the Juicy Flash Lip Oil, marked as new, and its pages carry a 2026 copyright under rom&nd Beauty Corp [1]. Combined with the 2025 store opening, the 2025 award and an active brand ambassador, this points to a company with a current international presence.