South Korean beauty platform Memebox has collaborated with Sephora to launch a new Kaja cosmetics line.
Meaning “Let’s go” in Korean, the Kaja cosmetics is created for the girls on the go, delivering makeup with an instant visual impact to suit all skin tones.
“We sought to create breathable, buildable cosmetics designed to enhance, not cover up,” says Hyungseok Dino Ha, CEO at Memebox.
“We want every moment with Kaja cosmetics to be a feel-good experience – from whimsical packaging with playful components to unexpected textures in fun formats.”
At launch, the brand will have 47 products for complexion, eyes, and lips, offering exclusive formulations and first-to-market innovation.
Products range in price from US$14 – $24.
“Memebox and Sephora had a natural partnership with very similar traits; we’re restless with a desire to lead trends and champion innovation with a cadre of beauty fans that give us real-time feedback,” says Alison Hahn, senior VP of merchandising at Sephora.
Kaja is the latest innovative colour cosmetic disruptor to join Memebox’s established portfolio of K-Beauty brands, following I Dew Care and Nooni, Pony Effect, and I’m Meme.
Kaja cosmetics are available from Sephora’s online store already and will be listed in 58 selected Sephora stores from September 28.
Memebox has more than 5 million active users within its beauty community.