Cosmetics brand Kaja is consolidating its K-beauty credentials by teaming up with the K-pop girl band (G)I-DLE. The US K-beauty label, a colour cosmetics collaboration between retail giant Sephora and Memebox, has partnered up with the six-member group to reach out to beauty buffs and fans of the music genre alike.
The move makes Kaja (which means ‘Let’s go’ in Korean and incorporates Korean technology and formulations with playful, stackable packaging) the first American beauty brand to collaborate with a leading K-pop group.
“This is K-beauty 2.0 and embodies what we love so much about trends in pop-culture coupled with innovation in beauty,” said Hyungseok Dino Ha, chief executive officer and founder of the brand’s parent company Memebox, in a statement.
“(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.”
Kaja was launched back in September, with a 47-piece collection designed to suit a range of skin tones.
As part of the collaboration, (G)I-DLE’s new Senorita music video sees its six members – Miyeon, Minnie, Soojin, Soyeon, Yuqi and Shuhua – sporting beauty looks created using the brand. The brand also features in the group’s To Neverland reality TV series, which sees the girls stop by Sephora to pick out products for an upcoming video shoot.
Since releasing their debut mini-album I Am in May 2018, which reached number one on iTunes in 11 countries, (G)I-DLE has won multiple accolades from the Melon Music Awards, MGA (MBC Plus X Genie Music Awards), and KPMA (Korea Popular Music Awards).
The move is indicative of the ever-increasing popularity of the K-beauty trend, which shows no sign of slowing down anytime soon. Last year saw the Italian fashion house Moschino team up with South Korean beauty brand Tonymoly on a makeup collaboration, while Peach & Lily, a go-to destination for US-based fans of Korean beauty products, launched its own beauty line back in July. – AFP Relaxnews