Sephora, Memebox develop next generation cosmetics

Sephora is looking to drive sales by leveraging Korean beauty trends.

Sephora is looking to drive sales by leveraging Korean beauty trends.

The beauty retailer announced the launch of Kaja, the next generation of color cosmetics with bite-sized beauty products. Kaja is the newly developed beauty line resulting from the partnership between Sephora and Memebox. The partnership merged Sephora’s established role in experiential beauty and omni-retail with Memebox’s digital capabilities, consumer data and ability to create fast beauty, resulting in a "revolutionary new K-beauty color makeup brand.”.

Memebox says its focus is on merging data and beauty: drawing insights from its more than 5 million engaged monthly beauty enthusiasts and influencers who share their routines, inspirational photos and recommendations. This vibrant community allows the company to forecast trends and develop the next best-selling K-beauty products that Millennials and GenZ are seeking.

“The traditional approach to beauty today is outdated and often dictated to us by a small group of people in a corporate office. We believe the best in beauty is created when we listen to what the community wants and empower them to share their opinion and become the trendsetters,” said Dino Ha, co-founder and CEO of Memebox. “That’s why we’re excited to be launching our ambassador program with our new commerce engine. It is one step in our mission to giving the beauty community the power to create their next cult product.”

The brand will hit 58 Sephora stores Friday, Sept. 28.