Kaja, the K-beauty brand co-developed with Sephora, has announced a new partnership with South Korean K-Pop girl group (G)I-DLE.

The partnership marks the first-ever U.S. K-Beauty brand to partner with a leading K-Pop group. The brand states, “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), is the first co-developed K-BEAUTY brand with Sephora — and it recently launched in Memebox.

The brand 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 formulas.

Hyungseok Dino Ha, founder & CEO, Memebox, says, “The partnership with (G)I-DLE is the next chapter for K-Beauty and K-Pop here in the U.S….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 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.”

(G)I-DLE is climbing the international charts straight to stardom. The group’s six members, Miyeon, Minnie, Soojin, Soyeon, Yuqi, and Shuhua, officially released their debut mini-album ‘I Am’ in May 2018, which reached #1 on iTunes in 11 countries. The brand stars in its music video. 

Kaja is available in Sephora doors nationwide and on Sephora.com. Products range in price from $14 – $28. Join the conversation and follow along on Instagram at @kajabeauty.