Tokidoki Is Ready for Its Closeup
Tokidoki's Simone Legno holding a bag from a Tokidoki collaboration with Sephora
With a cheeky sense of Japanese pop culture, Los Angeles brand Tokidoki has been steadily working itself into the hearts, the wardrobes and, now, cosmetics counters of fashion people.
On April 29, the 5-year-old brand with a cult following held a gala luncheon at West Hollywood’s Mondrian Hotel to celebrate the debut of Tokidoki Presented Exclusively at Sephora, the brand’s collaboration with the Sephora retail chain of cosmetics stores.
While reporters, bloggers and retailers munched on dishes such as plantain fried rice with avocado salad, Tokidoki creative director Simone Legno and Sephora senior vice president of merchandising Margarita Arriagada chatted up their big collaboration.
Tokidoki’s Sephora venture will be composed of 85 categories of items, such as lip- glosses, eyeliner, eyeshadow, nail files and bronzers and bags – all inspired by Tokidoki’s universe of characters such as Adios, a cute but menacing Grim Reaper-style ghoul, and Bastardino, a huggable small dog clad in a prickly cactus suit. Lip glosses are retailed for $15, an eyeshadow palette is retailed for $25, and makeup bags range from $20 to $42 and are currently available. The line is currently available at all of Sephora’s North American shops.
Tokidoki is one of the latest fashion brands, including Burberry and DG, that debuted a make-up line. Tokidoki seems to be growing in other categories. It has built collaborations with footwear brand Onitsuka Tiger, accessories line Le Sportsac and fashion icon Karl Lagerfeld. Tokidoki also opened flagship stores in Milan, Los Angeles and New York City and produced several shop-in-shops in department stores across Asia.
When asked whether the burgeoning cute culture brand would open more flagship stores, Legno replied, “When the brand starts to pick up, we’ll open more flagships.” Umm, Simone, judging from the all of the high-profile collaborations out there, Tokidoki seems ready for its closeup.
