Tokidoki celebrates its new cosmetics line with Sephora

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Street wear and accessories brand Tokidoki is famous for its Japanese-influenced cartoon graphics. And now it’s using its playful irreverence to brand a beauty collection.

The L.A.-based company hosted a luncheon at the Mondrian Hotel on Thursday to toast its new cosmetics collection created in partnership with ubiquitous beauty retailer Sephora. Guests (including Lisa Ling) were introduced to the line — which features eye-popping pigments encased in even more vibrant packaging — with the help of makeup artists holding court at a few small makeup stations.

‘We had done a small collection with Smashbox in the past, and we’ve always wanted to have our own cosmetics line,’ said brand co-founder Poonah Mohajer. ‘I saw that Kat Von D had come out with a line with Sephora — the first time Sephora had partnered with someone — and I said, ‘We have to call Sephora.’ And they were like, ‘Where have you been?’ It was amazing.’

The collection, which Tokidoki co-founder Ivan Arnold says is currently Sephora’s top-selling cosmetics line, boasts the label’s signature Japanimation-style artwork (rendered by Tokidoki’s Italian-born visionary, Simone Legno) and is chock full of whimsical allusions to the brand’s quirky characters — i.e. ‘Bastardino,’ a green, cactus-style prickly dog.


An eyeshadow quad even includes a small compartment where miniature key chains of Bastardino and other characters can be found (see photo above). Other standouts in the collection — which retails from $14 to $28 — include the mascaras and pen-like eyeliners, both available in electric colors including royal blue and bright purple.

Cartoons and cool key chains aside, Mohajer says the collection isn’t just for teens and twentysomethings. ‘You never want to lose that playfulness,’ she added. ‘If we can tap into that playfulness, we can hold on to a piece of our youth.’

--Emili Vesilind

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