Sephora Partnership Offers Customers Exclusive K-Beauty Line
Sephora's collaboration with Memebox is intended to capitalize on the popularity of the K-beauty market to differentiate the former's brand while widening the latter's consumer base
Beauty retailer Sephora is partnering with Korean make up platform Memebox to develop K-beauty products sough after in the U.S. market. Kaja will be the first line from the partnership and will feature color cosmetics for those who need conveniently sized products while they’re on the go.
The competitive prestige color space is filled brands. Memebox offers a unique perspective thanks to its advanced digital expertise and trend forecasting power, boasting over 5 million users and counting in its community, which Sephora hopes to tap into with the partnership between the two brands. The Kaja collection contain 47 products for complexion, eyes and lips, featuring exclusive formulations and first-to-market products, marking an important milestone for both Sephora and Memebox.
Furthermore, the retailer hopes that curating K beauty-inspired products will help it stay on the cutting edge in the cosmetics space. Alison Hahn, senior vice president of merchandising for the brand, explains, “At Sephora, we take great pride in cultivating new beauty experiences for our clients.”
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