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Outside Japan, the kawaii culture is prevalent in South Korea, whose cute beauty products have become lucrative exports while driving the K-Beauty trend.
Imported by The Mall Group’s M Curated, 3 Concept Eyes or 3CE is one of the playful options, not only the make-up but its retail concept employing a pink colour scheme splashed on the façade and interior of the newly-opened Stylenanda Pink Hotel Bangkok on Siam Square 5.
The hotel-themed store has two floors displaying 3CE cosmetics whereas the third floor houses clothing and accessories by its sister fashion label Stylenanda.
While its names relate to peepers, 3CE does more than eye make-up and offers a complete range, from BB cream and blush cushion to false lashes and lip products.
Five shades of its creamy matte lipstick have been curated for the 3CE Bangkok Lip Color Mini Kit exclusively sold at the Siam Square store. The pastel-coloured tubes include one in green printed with Bangkok containing a rose-beige colour called Muss.
The normal size of this best-seller comes under the Mood Recipe collection, which also includes eyeshadow and blush in neutral shades, though the cool cosmetics brand is normally associated with vibrant colours such as pink and orange popping on eyes and lips.
A collaboration with Paris-based Maison Kitsuné has resulted in another cute collection with the packaging featuring the shape-shifting fox. Likewise, the limited edition powder, blush and lip balm can be used to primp up a pretty girlie look.