This May Be the Most Instagrammable New Beauty Brand We've Ever Seen

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As much as beauty lovers fawn over cute packaging, it's really what's on the inside that counts. It could be the most Instagrammable-looking product in the world, but if the formula lacks pigment, creamy texture, or staying power, the outside becomes irrelevant. Luckily, there's a new brand at Sephora that has both things down to a science: Kaja.

Kaja is made by K-beauty retailer Memebox and is just as pretty as it is good. Each product is encased in brightly hued bottles matching the shade of the product, and the formulas themselves are creamy, saturated, and functional. Ahead you'll find the items in the line, available at Sephora on Sept. 18.

Kaja Beauty Bento Bouncy Shimmer Eyeshadow Trio

Kaja Beauty Bento Bouncy Shimmer Eyeshadow Trio

The Kaja Beauty Bento Bouncy Shimmer Eyeshadow Trio ($21) contains three stacked, shimmery shadows that you can easily swipe onto your eyes using your finger.

Kaja Mochi Glow Bouncy Highlighter

Kaja Mochi Glow Bouncy Highlighter

Press your finger into the squishy Kaja Mochi Glow Bouncy Highlighter ($19) for a cream-to-powder, shimmery formula.

Kaja Mochi Pop Bouncy Blush

Kaja Mochi Pop Bouncy Blush

You'll become obsessed with the powder-gel formula of the Kaja Mochi Pop Bouncy Blush ($19) after seeing how easily it blends out with your fingers.

Kaja Cheeky Stamp Blendable Blush

Kaja Cheeky Stamp Blendable Blush

Not only is it fun to apply the Kaja Cheeky Stamp Blendable Blush ($24), but the formula blends out easily and feels like silk on the skin. It also has the cutest applicator we've ever seen: a hear-shaped sponge attached to the cap of the blush.

Kaja Cushy Vibe High-Pigment Lip Stain

Kaja Cushy Vibe High-Pigment Lip Stain

You'll get rich, vibrant color with the Kaja Cushy Vibe High-Pigment Lip Stain ($18) — without ever drying out your lips.

Kaja Mood Balm Color Changing Lip Moisturizer

Kaja Mood Balm Color Changing Lip Moisturizer

Just like a mood ring, the Kaja Mood Balm Color Changing Lip Moisturizer ($14) changes hues based on the pH balance of your lip for a custom color.

Kaja Brow Blowout Fiber Gel Brow Definer

Kaja Brow Blowout Fiber Gel Brow Definer

Keep your brows looking neat and tidy using the Kaja Brow Blowout Fiber Gel Brow Definer ($16).

Kaja Cat Nap Under Eye Brightener

Kaja Cat Nap Under Eye Brightener

No one will know you stayed up all night thanks to this Kaja Cat Nap Under Eye Brightener ($19), which corrects and conceals dark, undereye circles.

Kaja Don't Settle Concealer

Kaja Don't Settle Concealer

The Kaja Don't Settle Concealer ($19) won't ever crease, and feels feather-light on your skin.