90Ninety’s means the generation of the 90's; the brand was also founded by two young people born in the 90s. It advocates natural beauty, that there should not be any conflicts between beauty and comfort, and at the same time insists on being the truest self. It seems to start from somewhen, piercing ears and wearing earrings for our outfit has become a trend. When we were young, we wore pierced earrings only because all the earrings on the market require us to be pierced. However, for the sake of beauty, we really wear a hole in our ears to cater to fashion. 90Ninety’s is an ear cuff store. All ear cuffs designed are suitable for people with and without pierced ears. We no longer blindly follow other people's arrangements. People born in the 90’s must insist on being the truest self.