Trend Report: Tokidoki, Sephora’s criminally cute collaboration

Move over, Target and H&M: Sephora is taking the cake as the biggest name in collaborations. Introducing tokidoki, Sephora’s latest beauty collaboration with artist Simone Legno and his “magical world” of Japanese-inspired art.

With a bold and humorous style reminiscent of Gwen Stefani’s Harajuku Lovers, tokidoki splashes hearts, skull and crossbones, adorably angry animals, and other fluffy creatures across a white background in bright hues of pink, yellow, aqua, purple and more. The unique motif encases all of tokidoki’s new Sephora products, which range from eye shadow palettes ($25), a neat liquid eyeliner pen ($16), and lip “ink” ($15) to a kabuki brush ($28), key chains ($16 each), and a cute black fitted tank top for good measure ($29.50).

Tokidoki’s iconic packaging, with its cute anime creatures and contrasting colors, look like they flew in straight in from Tokyo. But don’t be scared off by the angry anime creatures and mini skulls— inside, the bronzer is a soft taupe ($22), the “Luminosa” cheek highlighter a pretty pearlescent pink ($22), and the eye shadows come in every color of the rainbow, including a shimmery plum called Romeo and Bulletto, a glittery brown ($15). We’re personally most excited about the Punk Lash Mascara in the deep eggplant purple hue, dubbed Sabochan ($18). As Sephora writes on its website, “Mischief abounds in the magical world of tokidoki, where one glance is never enough.” Take a glance for yourself at and in stores nation wide.

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