Sephora and Memebox launch K-beauty make-up line

New brand Kaja, meaning ‘let’s go’ in Korean, has been designed for customers on the move

US retailer Sephora and beauty subscription service Memebox have co-developed a K-beauty colour cosmetics brand.

Kaja, meaning ‘let’s go’ in Korean, is the first brand Sephora has co-created; it will feature a line-up of 47 products for eyes, face and lips, designed for all skin tones.

CEO of Memebox, Hyungseok Dino Ha, said: “We sought to create breathable, buildable cosmetics designed to enhance, not cover up.

“Our innovative applicators and easy-to-use formats can be used effortlessly with your fingers or make-up brushes, at home or on-the-go, with as little or as much product as you want for a wide range of looks.”

He continued: “We want every moment with Kaja to be a feel-good experience, from whimsical packaging with playful components to unexpected textures in fun formats.”

Sephora’s SVP Alison Hahn says the partnership was a natural fit for the businesses, with their desire to lead trends through new products.

She said: “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.

“With that, we leveraged the best of our collective talents to create a truly unique colour cosmetics collection featuring amazing new textures and formulas never seen or felt before.”

The products are priced between US$14-$24 and are now available on sephora.com. They will enter 58 stores across the US from 28 September.

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