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About inShine

Inshine.me carries effortlessly sexy lingerie collections with sensation style specifically for the Asian Market. Inshine.me is an innovative online destination and mobile retail concept which also offers a sub-line of lingerie, ready to wear and resort wear.

Founded in 2012 by Midas I Consultant, Asia's leading lingerie distributor and Marketing Consultant Company. We offer a wide range of products: Lingerie, Lounge wear, Swimwear, Resort wear, Party wear, Accessories and Bridal Collection. Our team share their ideas and feedback in all area: starting from the brand, to manufacturing and marketing strategy.

Our aim is to help women to shop for lingerie online. Providing them with a new and easy bra fitting experience online and shop at the comfort of their home, anytime, anywhere! At Inshine.me, we have created a safe environment for women to shop for lingerie in total confidence, without the hassle of going to a store and try them out, lingerie shopping can be made easy at your finger tips.

About the Founder
I’m a lingerie lover and I love travel too, every-time when I travel I will like to go to different lingerie shop in the world to try different style, different brand and feel the different fit. Nothing can compare the feeling when you find a bra fit perfect to your body and with style. I love to share those experiences to my friends and families, some of the brands are rare to find in Hong Kong where I live.

I started Inshine because I believe lingerie shopping should be an intimate and fun experience, I can pick the style I like and I buy it whenever I want not because I’m in a particular size or shape which I cannot wear beautiful style lingerie, or I need to force myself to try every single set in a cramped fitting room with poor lighting inside the shop. Our goal is to set out to reinvent the experience. A personalized online boutique filled with my personal lingerie shopping experiences from past 10 years on bra fitting and we handpicked the brands with the styles and sizes that fit us the best with a decent price.

My team and I never imagined we’d grow up to be bra experts, but we love what we do; helping women find their perfect fit to help them to try on a bra they love.


Co founder , CEO

Our Team
Joefi Wong, our CEO, is an experienced lingerie expert and retail operator, prior to Inshine, she was in Richemont Group, Hugo Boss and Liu Jo operations in Hong Kong to manage logistic, shop operation ... She was the owner of lingerie retail store Color Wardrobe, a successful business located in Hong Kong

Bill Kwan, Our head of technology, recently built an award winning B to B iPad app for Hendersonland , he is also the Chief Architect of MIDAS MIDAS - digital agency with his over 12 years experience in the information and communication industry, especially in web application and innovative digital media aspects.