K-beauty meets K-pop with Kaja's new makeup collaboration

In the 'Senorita' music video, the girls show off their individual personalities to the fullest through various beauty looks and styles using Kaja Beauty.

Cosmetics brand Kaja is consolidating its K-beauty credentials by teaming up with the K-pop girl band (G)I-DLE. The US K-beauty label, a colour cosmetics collaboration between retail giant Sephora and Memebox, has partnered up with the six-member group to reach out to beauty buffs and fans of the music genre alike.

The move makes Kaja (which means ‘Let's go' in Korean and incorporates Korean technology and formulations with playful, stackable packaging) the first American beauty brand to collaborate with a leading K-pop group.