K- pop beauty kit
A make- up artist has come up with the perfect tools to deliver that well- loved K- beauty look.
SUMMER is still in full swing over here, judging by the bright and cheery colours of Sasa’s newest addition to its stores in Malaysia, leading Korean cosmetic brand Chosungah22.
Established in 2012 by Korea’s first generation professional make- up artist Chosungah, the brand is based on the principle that make- up should be a fun process, one that empowers the wearer to find her strength, instead of hiding her flaws.
Cho is the first make- up artist to collaborate with major cosmetic companies in Korea, and a firm believer that “make- up should be fun and simple”. She has worked on celebrities, models, and VIPs for over 25 years and has been one of the leading figures instrumental in shaping the K- beauty industry.
Why the number 22? According to Kristin Ko, Global Division Manager of Chochosfactory Co Ltd at the event launch in Kuala Lumpur, it denotes the number of years of Cho’s experience at the time the brand was launched, and it’s also the optimal age which everyone would like to stay young at, which Cho believes to be 22!
As the creative director behind the brand, the first product Cho developed was the C& T Blend Liquid Foundation. Today, the Fresh Mix C& T Blender with SPF30++ is known for its long- lasting power and flawless coverage, and is the brand’s signature bestseller. Priced at RM159, the multi- functioning foundation provides “fresh mixing” of the best ingredients, mixed right before the make- up is applied to create the best conditioned skin.
“Chosungah22 wants to re- create a fresh look of someone in their 20s, and the look should be natural, and skin, moist and hydrated. For the foundation, when the two parts are mixed just before you apply, you’re providing optimal hydration and cover- up at the same time,” explained Ko.
This is to counter the ordinary powder- based foundation which tends to try the skin. Another clever make- up solution is the Brow Maker, a two- in- one product which has an edge to create sharp lines and a spooley brush to add volume.
There’s also the Jell- O Color Kit ( RM169), a matte eye colour kit that blends without flaking, offering dazzling colours that pop, and the Dual Lip Tint & Gloss ( RM89), featuring vibrant colours and gloss that leave a hydrated, long- lasting gel- based tint on lips in two different rich, bold shades.
There are close to 50 product ranges in the full Chosungah 22 line up, but at the moment, Sasa stores will only offer about half of that, mostly the signature and more popular items. The packaging is cute and funky, for instance, the brow brush looks exactly like a pen highlighter and the cheek tints can easily be mistaken for a tube of paint, so while the message screams youth, there’s nothing to say someone’s age should hold her ( or him) back from purchasing any of these “happy- looking” products!
Thanks to the ongoing hallyu wave which doesn’t show any signs of fading out soon, K- pop has garnered a massive appeal, in Malaysia and around the world. Looks like Chosungah22, with its innovative products, and bright, young colours will definitely strike a chord with fans over here.
Besides Malaysia, Chosungah22 is also available in Sasa stores in Hong Kong, Taiwan and Singapore, and sold in Sephora in the United States. This October, it will also be launched in Austria and New Zealand. Available at all Sasa stores nationwide.