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Sephora launches K-beauty makeup collection with Memebox

Sephora has unveiled its first-ever K-beauty color cosmetics collaboration, in partnership with Memebox. The retailer has teamed up with the K-beauty platform, which specializes in bringing Korean-themed cosmetics to US clients, on ‘Kaja’, a line of makeup products designed for girls on the go.

Kaja Collection, Sephora X Memebox - Photo: © Memebox

Kaja Collection, Sephora X Memebox - Photo: © Memebox

‘Kaja’, which means “let’s go” in Korean, features 47 different products for eyes, lips and face, incorporating Korean technology and formulations, and playful, stackable packaging. The collection has been designed to suit a range of skin tones, and its playful formulas include bouncy blushes, silky lip colors and sheer washes of color.

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,” said Alison Hahn, Senior Vice President of Merchandising for Sephora, in a statement. “With that, we leveraged the best of our collective talents to create a truly unique color cosmetics collection featuring amazing new textures and formulas never seen or felt before.

We sought to create breathable, buildable cosmetics designed to enhance, not cover up,” added Hyungseok Dino Ha, Chief Executive Officer of Memebox. “Our innovative applicators and easy-to-use formats can be used effortlessly with your fingers or makeup brushes, at home or on-the-go, with as little or as much product as you want for a wide range of looks.

In doubling down on K-beauty, Sephora is bang on trend — multiple major brands have also championed the trend this year, including Peach & Lily, a go-to destination for US-based fans of Korean beauty products, which unveiled its own beauty line back in July. Drugstore giant CVS also recently jumped on the trend with the exclusive launch of JOAH, a K-beauty-inspired cosmetics line created by KISS Products, Inc., this summer.

Kaja is now available on sephora.com, and will hit the shelves in stores from September 28.

AFP/Relaxnews

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