Are You Ready for the Criminally Cute? TokiDoki Launches at Sephora!

Sephora, the visionary retailer, has always been at the forefront of beauty, showcasing groundbreaking brands, trends and the latest product innovations. Taking this tradition to the next level, Sephora presents tokidoki, a line inspired by the work of celebrated Italian artist Simone Legno. tokidoki invites you into a world of criminally cute beauty, where one glance is never enough. A provocative and playful mix of colors, textures and must-have accessories define this exciting new beauty brand available exclusively at Sephora in May 2010.

The line combines the imaginative playfulness of the tokidoki universe with the highest quality, color-rich formulations. Pop pigment shades for eyes, lips and face come together alongside professional tools and accessories, all inspired by Simone’s cast of characters, like the milk stealing Moofia and the sweet and prickly SANDy. Don’t let the cuteness of these characters fool you; this color collection impresses the most experienced makeup aficionados. With immaculate attention to detail such as artist approved chisel tip applicators, indigenous Japanese and Italian ingredients and professionally milled powder formulations, every aspect of the line brings together art, color and performance for an unforgettable experience.

“The creation of these tokidoki cosmetics has given me a completely new way to express my characters and their universe,” says creator Simone Legno. “And doing it as a Sephora exclusive made perfect sense – they understand the relationship between fun, creativity, self-expression and color unlike any other retailer.”

Simone Legno’s passion for Japanese culture and his eclectic background are the driving forces behind the whimsical universe of tokidoki. Growing up in 1980’s Italy, Simone first discovered the art and subculture of Japan’s youth in the Japanimation cartoons and comics that bombarded the pop culture scene. With the concurrent punk scene he juxtaposed these diverse influences, to design a world where innovative characters, subversive designs and outrageous storytelling co-exist.

“At Sephora, we are relentless in our search for innovative product offerings to redefine the beauty landscape,” says Margarita Arriagada, SVP of Sephora Merchandising. tokidoki stands at the forefront of cool, defying the rules of what works in pop and counter culture trends. The unique appeal of these characters and their stories is undeniable. It’s because of this extraordinary vision that we are pleased to present the first complete beauty collection from tokidoki, exclusively at Sephora. “

Escape into a world of criminally cute beauty

FOR EYES


• Cromatico Eyeshadow Singles ($15) – The innovative, highly pigmented Italian - and Japanese - derived formulation provides a luxurious texture that glides on and layers beautifully for a velvety finish. Available in 16 shades and multiple textures.

• Cromatico Eyeshadow Palette ($25) – Create stunning color looks with four complementary shadows housed in character-themed palettes, each with its own collectible charm. Available in three color collections: Adios (smoky gray), Bastardino (smoky brown/nude), and Diamante (purple/plum).

• Perfetto Eyeliner ($16) – This artist-inspired, chisel tip liquid pen liner provides ultimate control and precision definition. The high pigment, waterproof formula can be used for artistic expression anywhere on the body. Channel your inner artist with this quick-drying liner pen. Use it to draw liner on the eyes or create a temporary tattoo on the skin. Available in 8 shades.

• Brillante Glitter Eyeliner ($14) – Eyes pop with sophisticated shimmer from these colorful pencil liners formulated with tiny, light reflecting glitter particles. Available in 14 shades.

• Punk Lash Mascara ($18) – Electrify your lashes with bold, long-wearing color while Kudzu extract and vitamin B condition and protect for full, healthy lashes. Available in 4 shades- black, purple, green and blue.

FOR LIPS

• Prisma Gloss ($15) – Add sexy shine to lips with this non-sticky moisturizing formula featuring Japanese indigenous kudzu extract. Available in 16 shades.

• Fantastico Lip Stain ($15) – This long-lasting lip stain is formulated with hydrating panthenol and a fruity mango flavor for all-day wear. Available in 5 shades.

FOR FACE AND BODY

• Inferno Bronzer ($22) – Rice lipids give this bronzer a healthy, hydrating, warm glow finish. Available in 2 shades, Diavolina (medium tan) and Royal Pride (light medium).

• Kabuki Luminosa Powder ($22) – Achieve a luminescent radiant glow with this highlighting powder.

• Kabuki Brush ($28) – A uniquely designed brush with synthetic fibers to use with Inferno Bronzer or Luminosa Powder for a professional finish.

FOR NAILS

• Galleria Nail Files ($10) – Sculpt nails with files inspired by skateboard decks featuring iconic tokidoki characters. Available in 6 styles, 3 files to a deck.

• SANDy Nail File & Cactus Pup Buffers ($5-8) – SANDy will shape your nails, the Pups will buff, all so cute with such a pretty payoff. Easily attached to any keychain for instant access.



FOR FUN

• Skull Burger, Devil Girl & Melodia ($16) – Tokidoki iconic character charm key chains.

• Mints ($5) – Refresh breath with these sugar-free mints available in Moofia (above) and Cactus Friends collectible tins.

• Bellissima Makeup Bags ($20-42) – Pencil case, hanging travel bag and rectangle clutch styles featuring an exclusive tokidoki illustration are the chic way to carry your makeup.

• tokidoki tank top ($29.50) – Women’s fitted tank top style featuring a design created exclusively for Sephora. Available in S/M, M/L.


photos from tokidoki x Sephora launch event (Highsnobette)

tokidoki, exclusively at Sephora, will be available in May 2010 (you can see them online now) on Sephora.com and all Sephora stores, as well as by calling 1-877-SEPHORA.

photos: Sephora, tokidoki and Highsnobette