Sephora and Memebox unveils 'next generation' of Korean beauty with K-pop collaboration


K-beauty brand Kaja is now the cosmetics partner for (G)I-DLE

Sephora and beauty subscription service Memebox's K-beauty brand Kaja is now a cosmetics partner for K-pop sensation (G)I-DLE.

The Kaja and (G)I-DLE collaboration has been teasing content since January via the group's To Neverland reality TV series.

"The partnership with (G)I-DLE is the next chapter for K-beauty and K-pop here in the US," said Hyungseok Dino Ha, CEO and founder of Memebox.

"This is K-beauty 2.0 and embodies what we love so much about trends in pop culture coupled with innovation in beauty.

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“(G)I-DLE was chosen because each member brings Kaja to life through her unique style and personality. These girls represent K-beauty in a fun and exciting way."

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