NEW YORK — Kaja, the latest color cosmetics disruptor to join Memebox’s established portfolio of brands, is positioning itself as an industry trailblazer by being the first-ever U.S. K-Beauty brand to partner with a leading K-POP group. Kaja’s (G)I-DLE partnership signifies the next generation of K-Beauty by connecting the influence of K-POP’s growing, hyper-engaged audience and today’s beauty enthusiast. This partnership is a natural alignment between the Korean innovation embedded in the company’s DNA and its competitive advantage to quickly identify and create products for emerging consumer trends.
Kaja (pronounced “kah-jah,” meaning “let’s go” in Korean), the first co-developed K-Beauty brand with Sephora, features bite-sized beauty products powered by the latest Korean technology. Since the launch in September, Kaja has been recognized for its inclusive shade range and innovative K-Beauty formulas you need to feel to believe.
(G)I-DLE, the South Korean K-POP girl group with unique style and charm, is climbing the international charts straight to stardom. Formed under Cube Entertainment, (G)I-DLE’s six members, Miyeon, Minnie, Soojin, Soyeon, Yuqi, and Shuhua, are talented songwriters, bold performers, and at the forefront of the all the latest trends. (G)I-DLE officially released their debut mini-album ‘I Am’ in May 2018, which reached N0. 1 on iTunes in 11 countries. The music video for their lead single ‘Latata,’ has over 99 million views on YouTube and the group’s channel is now ranked no. 3 for highest increase in subscribers (Korean and international) on YouTube. They have shown tremendous success, taking home almost every Best New Female Artist award in 2018, most notably the Melon Music Awards, MGA (MBC Plus X Genie Music Awards), and KPMA (Korea Popular Music Awards).
“The partnership with (G)I-DLE is the next chapter for K-Beauty and K-Pop here in the U.S.,” Hyungseok Dino Ha, Chief Executive Officer and Founder of Memebox. “This is K-Beauty 2.0 and embodies what we love so much about trends in pop-culture coupled with innovation in beauty. (G)I-DLE is taking the world by storm as an international K-POP group. (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.”
The Kaja and (G)I-DLE collaboration has been teasing content since January with the group’s To Neverland Reality TV series, featuring their San Francisco adventures, and posts on social media revealing moments during the filming of their self-directed music video for ‘Blow Your Mind’. The girls visited Kaja HQ, stop by Sephora to pick out products for their upcoming music video, and enjoy candid moments as they take the city by storm.
The content rollout has all been leading up to (G)I-DLE’s second EP [I made], which represents a more mature sound and album produced entirely by the members themselves, including their lead single ‘Senorita’, a pop song about confessing one’s feelings to the person he or she loves at first sight. In the music video, the girls show off their individual personalities to the fullest through various beauty looks and styles using Kaja – from a girl who is in sweet love to a confident individual.
Kaja is available in Sephora doors nationwide and on Sephora.com