(G)I-DLE’s first major endorsement deal was with Kaja, a beauty brand created by Sephora and Memebox. This partnership was announced in early 2019, marking a significant collaboration between K-beauty and K-pop. Kaja is known for its travel-friendly products, such as concealers, brow gels, eyeshadows, and lipsticks, all powered by Korean technology. The brand’s products are available in Sephora stores across the U.S. and online, priced between $14 and $28 🛍️.
As part of this partnership, (G)I-DLE featured in the “Senorita” music video and their reality TV series To Neverland. This collaboration was seen as a way to bring K-beauty and K-pop together, targeting fans of both genres. The partnership highlighted (G)I-DLE’s unique style and personalities, which align well with Kaja’s fun and innovative approach to beauty 💄.
This endorsement deal was significant because it was one of the first times a U.S. K-beauty brand partnered with a leading K-pop group. It helped increase (G)I-DLE’s visibility in the U.S. market, complementing their rising popularity in the music scene 🎶.
Overall, the partnership between (G)I-DLE and Kaja was a strategic move to blend pop culture with beauty trends, reaching a broader audience and showcasing the group’s influence beyond music 🌟.