Joah Beauty Partners With Influencers Song Candy and Paige Piskin for Roulette-Style Eyeliner Challenge

Joah Beauty has partnered with Song Candy and Paige Piskin (known as the beauty filter queen) to bring consumers the #Joah30sEyeliner Challenge.  

 

The roulette style eyeliner challenge gives participants 30 seconds to complete the selected eyeliner look with any of Joah Beauty’s iconic Line Up Felt or Brush Tip Eyeliners. 

 

To kick-off the challenge, Joah Beauty partnered with the filter's creator Paige Piskin, and throughout June, July and August, the brand will team up with Emily Robinson, Katie Farhood, Mary Skinner, Spencer Hedges, Indigo and many more to show off their eyeliner skills.  

 

Joah translates to ‘I like it’ in Korean. As a nod to Joah Beauty’s name and heritage, the brand's first original song is called “I Like It Like That.” Filled with epic 808s, quirky synths and Korean-American K-Pop Vocals, the brand felt the song made for the perfect backdrop of the #Joah30sEyeliner Challenge.  

 

“Thinking like a creator, Song Candy kicked-off creative concepting with a focus on identifying what makes Joah Beauty unique,” explained Christine Hunt, co-founder of Song Candy. “We went to Joah Beauty’s roots. We wanted to create a playful way to bring this forward without sounding too commercial.”

 

Additionally, Song Candy found that K-Pop was trending with Joah Beauty’s target demographic, amassing over 234 billion views on TikTok. 

Piskin has been named a “legend” of the metaverse by Vice, an artistic “master” of augmented reality by Meta and the “Queen” of filters by her fans. She has catapulted to viral fame with her artwork gaining over 100 billion views with it being used by Billie Eilish, Joe Jonas, Ariana Grande, Kendall Jenner and Bella Hadid.  Additionally, Piskin is no stranger to the beauty industry, working with cosmetic companies such as Joah Beauty, L’oreal, Urban Decay and NYX.  

 

“Joah Beauty is a creative makeup brand with a great product which made it the perfect collaboration to create such a fun makeup filter and TikTok challenge,” said Piskin. “The Joah Beauty eyeliner is very sharp, which allows you to create precise detailed designs, and the filter helps mirror the other eye making it feel very natural and even easier to draw.”

Joah Eyeliner Leads Makeup Launch

The Joah Beauty eyeliners were created for the Summer 2022 beauty trends. 

 

Joah Beauty Line Up Precision Felt Tip Liquid Eyeliner allows for maximum control to create the perfect winged look. A waterproof liquid eyeliner that glides on with fast-drying color available in both black and brown, the precision felt tip deposits the right amount of color to create a sharp-looking line, from subtle and slim to an on-point cat eye. The formula is infused with lash-strengthening biotin and is smudge-proof. 

 

Joah Beauty Line Up Brush Tip Liquid Eyeliner is a long-wearing, water and oil-proof liquid eyeliner infused with biotin to strengthen and condition lashes. The precision brush tip provides on-point application.