Created for the girl on-the-go (Kaja means "let's go" in Korean), the new line provides “bite-sized, covetable” beauty products powered by the latest Korean technology and formulations, according to Memebox.
"We sought to create breathable, buildable cosmetics designed to enhance, not cover up," says Hyungseok Dino Ha, CEO, who founded Memebox in 2012. "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. We want every moment with Kaja 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.
The Kaja partnership with Sephora is a first for Memebox and a major milestone for the global company.
"Sephora is a company that continually forecasts the future of beauty, so we are incredibly fortunate to collaborate with such a talented, best-in-class team," said Ha. "Both of our teams focused on our respective expertise to ensure we developed something special based on the needs of beauty lovers and what's most meaningful to them."
Based in San Francisco, Memebox’s product lines include I Dew Care, Nooni, Pony Effect, I'M MEME and Shine Easy Glam.
"At Sephora, we take great pride in cultivating new beauty experiences for our clients," says Alison Hahn, SVP of merchandising for Sephora. "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 color cosmetics collection featuring amazing new textures and formulas never seen or felt before."