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Brief Published: 19 Sep 2018

Kaja Beauty Brings Asian Beauty to Consumers of Colour

Kaja Beauty

US-based Korean beauty and tech company Memebox has launched a multitonal make-up brand called Kaja Beauty – capitalising on Asian beauty innovations for the Western market.

Kaja Beauty is set to debut in cult American beauty retailer Sephora’s stores from September 2018. The brand’s aim is to introduce Korean make-up offerings to people of colour via a total of 47 shade-inclusive products, including brow gels, blushers and highlighters. 

“This is an innovative initiative – it takes learnings from Korean beauty while disregarding elements such as ‘whitening’ effects that have made much of this beauty market inaccessible to consumers of colour, until now,” said Stylus’ senior Beauty editor Lisa Payne.

The launch also feeds into millennials and Gen Zers’ enthusiasm for time-saving solutions: 18% of US personal care users wish their routine was less time consuming (Mintel, 2016). For example, Kaja’s Bento product offers a simple approach to eye make-up for users on the go. The curated eyeshadow trio is housed in a compact container and can be applied with fingers to create an array of daytime and evening looks in a few swipes.

In addition, the formulas’ textures deliver a unique sensorial experience for Western consumers – a key learning from Asian beauty. Mochi Pop, for instance, is a buildable cream-to-powder blush. When applied to the desired area, the smooth, velvety consistency of the product dries instantly.

For deeper cross-category insights into Asian beauty, see our Spotlight Trend Asian Beauty Now. To read more about sensorial beauty innovations, see Selling Sensorial Beauty and Revamped & Reclassified: Shiseido’s Bold New Make-Up Range

The launch also taps into the beauty industry’s need for more diverse and inclusive offerings. For more on this, see Revlon’s Inclusive Beauty Brand Targets Millennials and Women of Colour: Breaking Beauty Barriers.