Last week, I attended a blockbuster blogger event launching the tokidoki makeup line for Sephora at Arena, a nightclub in New York. The Japanese-inspired lifestyle brand created by artist Simone Legno will be rolling out the line at Sephora stores by May but products are available online, which should please fans of the "criminally cute" brand as well as hardcore makeup lovers. The event itself was impressive. Once I entered the venue, my inner child squealed with delight at the skateboarders doing tricks on a giant ramp and the tokidoki mascots posing for pictures with bloggers. It felt a bit like an amusement park for makeup enthusiasts. Over at two stations with samples of the new line, Sephora makeup artists stood by answering our burning questions about the quality of the products. The packaging may be youthful, but the eyeliner, shadows, lipgloss and other products mean pure business.
all images courtesy of tokidoki and Sephora
Many of the shadow products contain rice lipids, which feels smooth to the touch and is a pleasure to apply. I was most impressed by the lipgloss, which uses a silicone applicator, perfect for those like me, who balk at the idea of germs growing on traditional brush or sponge applicators. I had a chance to try out the bronzer and the lipgloss at home (provided in our goody bags at the event) and will be using the products all summer long. The bronzer has a nice consistency and texture, and the gloss, which has a perfect sheer color, will be perfect for hot days in July and August when one can bear only the lightest touch of makeup.
This collaboration is definitely for the young at heart. Since I'm having more fun with my makeup these days, the bright packaging speaks to me. But dare I wear interesting color combinations and toy with purple mascara or a dab of bright green shadow? What do you think of the tokidoki collaboration? Would you like to give it a try? For more information, check out the tokidoki site on Sephora.
Disclosure: Products mentioned in this post were provided at the event for review purposes.