Knock Out Beauty by Sonia Kashuk – or #KOBeauty – is a limited edition collection at Target for Spring 2016, with packaging that conveys its theme, beautifully. The line is covered in artwork by Dana Louise Kirkpatrick. 

See it in the slideshow above.

Inspired by a Concept of Empowerment

Sonia Kashuk purchased a painting by Kirkpatrick at the Art Basel Fair in Miami Beach. The painting was of boxer Joe Lewis – and Kashuk says she was immediately inspired, especially when she found out the artist was a woman. When she met Kirkpatrick, she knew she wanted to collaborate with the artist on the packaging for her next collection.

“I went to see her studio in Los Angeles, and was blown away by her drawings,” Kashuk tells the crowd during the launch party for the collection at Church Street Boxing Gym in New York City. (Some photos from the launch party are featured in the slideshow above.)

At the party, Kashuk explained her goal for the new collection by reading a statement she had prepared, saying, “This collaboration is rooted firmly in the essential message of confidence, self-love, inner beauty and strength, reminding women to bravely overcome negative influences around them-conquering their every dream with fierce, unapologetic moxy. Women matter and they need to own who they are- they are all knock out beauties!”

From Art to Packaging

Kirkpatrick says that the boxing imagery from the 1950s and 1960s is what initially inspired her to create a collection of drawings and paintings that pay homage to the sport. At that time, boxers like Muhammad Ali would enter the ring wearing a glamorous long satin robe, with gloves and boots that laced up. Critics compared Ali’s fancy footwork to dance steps, and Kirkpatrick was inspired by the fighter’s iconic status.

“Boxing is a sport that’s about survival, and I love that. And it’s an equal platform for everyone, no matter your background. It’s also a beautiful sport,” Kirkpatrick says, who initially did approximately 20 drawings and paintings that reference boxing, and has since moved onto other themes. 

Kirkpatrick explains that she collaborated with Kashuk, listening to all her packaging ideas for the new collection during several phone conversations and text messages. “My challenge was to translate her ideas into artwork, and create huge sketches that could be reproduced as patterns,” she says.

Sections of the colorful patterns were reproduced onto each of the different packaging components and items in the line. The collection includes an eye palette compact, eyeliner, nail polish, an eyelash set, brush sets, a matte lipstick, lip gloss and lip topcoat. There are also fun accessories that are adorned with the pattern, including makeup cases, a brush roll, a tonte bag, a vanity cup and vanity tray.

The Knock Out Beauty Skin Glow Powder in Golden Gloves (shown in the slideshow above) stands out with its custom, detailed image of boxing gloves embossed on the pressed powder. The compact is decorated with Kirkpatrick’s colorful illustrations. It even has a message printed on the mirror to inspire confidence, which says, “You Are Beautiful.”

Each of the brushes in the 12-piece Brush Set features illustrations of boxing gloves that adorn the ferrules, plus an inspiring message on each handle that looks hand-written. The messages include: Knock Out Negativity, Love Is Real, You Are a Knock Out and Keep Your Head Up.

See these products in the slideshow above.

A Campaign & A Cause

Kashuk was a little emotional at the launch party, telling the crowd, “I’m with Target 17 years, and this is my favorite collection. It’s what I’ve always wanted to do – beauty with a message.”

Kashuk’s goal when developing the products in the line was to create color palettes that help   enhance the user’s natural beauty, not cover it up or change it completely. She explains, “Women are inundated with unattainable beauty standards…As a mother, I have witnessed firsthand how this messaging affects my daughter as well as the negative influences she faces daily. This concept of empowerment has long been a goal of mine.”

Kashuk recruited her celebrity friends to join in the campaign on Instagram. Cindy Crawford, Sheryl Crow and others are posing in #KOBeauty T-shirts, while tagging the women that empower them – and asking others to do the same.

Check out the packaging in Sonia Kashuk’s Knock Out Beauty collection in the slideshow above.

All product shots, with the exception of the launch party photos, courtesy of Sonia Kashuk. All products are available at Target.

Here’s a video from the event: Sonia Kashuk talks about being a #KnockOut Beauty.