K-beauty retailer Memebox and Sephora create new Kaja cosmetics line

By

Gabriella Lacombe

Published
Sep 19, 2018

Beauty retailer Memebox has partnered with Sephora to create a new cosmetics line, Kaja. Translating from Korean as "let's go", the partnership, plans for which were first announced in June, marks the first co-developed K-beauty brand with Sephora.

The new line is the latest addition to Memebox's portfolio of brands, alongside labels like I Dew Care, Nooni, Pony Effect and I'm Meme. Products include blushes, eyeshadows, skin primers and lip colors, all of which are meant to be buildable cosmetics.

At launch, the brand will have 47 products priced from $14 to $24.  

"We sought to create breathable, buildable cosmetics designed to enhance, not cover up," said Hyungseok Dino Ha, chief executive officer of Memebox, in a release. "Our innovative applicators and easy-to-use formats can be used effortlessly [...] 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."

With Kaja, Sephora doubles down on the current beauty-lite trend frequently seen in K-beauty products and adopted by U.S. brands including Revolve and Urban Outfitters.

For Memebox, the collaboration marks the latest in a string of partnerships with major American retailers, including Ulta and Nordstrom.

"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," explained 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."

Initially founded in Seoul by Ha and business partner Doin Kim, Memebox quickly moved to San Francisco, where it worked to introduce and market K-beauty products to an American audience. The company has since stopped selling K-beauty brands directly, entering into an affiliate sales agreement with Amazon last year. The retailer continues to sell its own private labels. 

The new line is available now on Sephora's website and will debut in 58 Sephora stores worldwide on September 28.