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.
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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.
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Kaja Mochi Glow Bouncy Highlighter
Press your finger into the squishy Kaja Mochi Glow Bouncy Highlighter ($19) for a cream-to-powder, shimmery formula.
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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.
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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.
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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.
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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.
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Kaja Blur Drop Weightless Water Primer
Use the Kaja Blur Drop Weightless Water Primer ($22) underneath your foundation to keep your skin smooth and hydrated.
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Kaja Brow Blowout Fiber Gel Brow Definer
Keep your brows looking neat and tidy using the Kaja Brow Blowout Fiber Gel Brow Definer ($16).
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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.
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Kaja Don't Settle Concealer
The Kaja Don't Settle Concealer ($19) won't ever crease, and feels feather-light on your skin.
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