INWI is a makeup brand that brings out your unique beauty, your "personal beauty." By manipulating light, shadow, and the texture of lustre, we make the most of your own skin and bone structure. What is brought out one after another is your complexion, facial features, texture, and confidence.

Inui was launched by Shiseido in 1976 and was discontinued in 2007. However, in today's world where the value of valuing the "individuality" is on the rise, the brand has been reborn and relaunched as a new brand that shows the future of beauty, where you create your own face by making use of what you were born with.