Established in 2010, HOLIKA HOLIKA is a Korean cosmetic brand owned by ENPRANI Co. Ltd, a company founded by Samsung & CJ Group. The brand’s name is derived from the English suffix “holic” meaning addiction and the Korean phrase “holida” meaning temptation. HOLIKA HOLIKA views makeup and skin care as a form of magic that helps people transform, and aims to provide fun yet practical offerings that enhance women’s natural beauty. Not only do the brand’s products feature unique and eye-catching packaging that appeals to young consumers, but they are also formulated with the finest ingredients, including black caviar, aloe vera, green tea and charcoal, while maintaining an affordable price. In addition to makeup, nail care, hair care and skin care products for women, HOLIKA HOLIKA also produces a line of hair and skin products for men.
HOLIKA HOLIKA’s skin care range includes serums, emulsions, toners, creams, cleansers, eye care and sun protection. The Aloe 99% Soothing Gel is far and away the brand’s best-known product. Coming in a bottle shaped like an aloe leaf, it promises soothing and moisturizing goodness with 99% fermented aloe leaf juice. The lightweight, non-sticky formula is easily absorbed and free of parabens, benzophenone, propylene glycol, BHT, animal ingredients, artificial colors and mineral oils. HOLIKA HOLIKA’s extensive aloe collection also includes a cleansing foam, sun stick, sun gel, jelly mask sheet, essence, lotion and shower gel.
The brand’s Good Cera is another popular ingredient-focused collection. All of its ceramide-based products are made free of seven harmful ingredients, such as mineral oils, artificial colorants and synthetic fragrances. Its standout item is the Good Cera Super Ceramide Cream, which is formulated with Power Ceramide™ to strengthen the skin barrier and help retain moisture for up to 72 hours. Other products in the line (ranging from a lip oil balm and lip oil stick to a mist, emulsion and moisture balm) also provide moisture to dry and irritated skin.
The Pig Clear Black Head 3-Step Kit, which clarifies and unclogs pores, is well loved for being efficacious and easy-to-use. Step one opens pores to remove excess sebum and impurities, step two removes blackheads from their roots, and step three refines pores for smoother skin. HOLIKA HOLIKA’s Pig-Nose collection also includes “No Water,” “Strong” and “Honey Gold” versions of the 3-Step Kit, as well as a Deep Cleansing Oil Balm and nose strips.
When it comes to makeup, HOLIKA HOLIKA is renowned for its lip, cheek, eye shadow and base makeup. Among its lip offerings, Devil’s Plumper and Water Drop Tint Bomb are the best known. Devil’s Plumper, which is available in both Hellgate Matte Primer and Hellfire Glow Topper versions, claims to create deadly alluring lips. The primer contains a flat-tip applicator that leaves a matte finish and increases wear time of lip makeup, while the topper comes with a silicone jelly-tip applicator and lip-plumping gloss. Both are fitted with the Maxi-Volume Complex, which is infused with moisturizing oils derived from argan, almond and avocado. The Water Drop Tint Bomb also offers a moist finish, but focuses more on vivid color payoff with its fruit-inspired shades. Enriched with oxygen water, papaya, grape seed, green tea extracts and Manuka honey, its formula controls oil-water balance, delivers nourishing and soothing effects, and leaves lips looking lustrous.
HOLIKA HOLIKA’s Holi Pop collection covers the breadth of makeup categories, including a Water Tint, Lip Balm, Velvet Lip Pencil, Lash Maker, Double Eyelid Liner, Dewy Cara, Detail Cara, Blur Lasting Cushion and BB Cream. Two bestsellers from the line are the Holi Pop Jelly Tint, which boasts a highly pigmented and hydrating formula that creates a lustrous but non-sticky finish, and the Watercolor Cheek, a hydrating oil-based blush that glides on effortlessly for rich pigmentation.
On the base makeup front, HOLIKA HOLIKA’s Petit BB Cream is a favorite. This series of non-comedogenic, multifunctional BB creams conceals imperfections while improving skin condition and protecting against UV rays. The Shimmering version is lightweight and leaves skin glowing, the Moisturizing version increases elasticity and offers anti-aging care, the Aqua version soothes skin and controls excess sebum, the Bouncing version firms and brightens skin, and the Clearing version revitalizes and mattifies skin.
In keeping with its cute, colorful and youthful image, HOLIKA HOLIKA has collaborated with trendy and beloved Japanese cartoon characters like Sanrio’s Gudetama and Fujiya’s Milky candy mascot Peko-chan. The Lazy&Easy collection features bright yellow packaging with the famously lazy egg’s humorous and uber-relatable expressions. Gudetama collaboration products include the Photo Ready BB Cushion, Cleanser Oil to Foam, Jelly Dough Blusher, Melting Lip Button, Stiquick Nail Kit, Character Mask Sheet, Cleansing Tissue & All-In-One Mask Sheet, Smooth Egg Peeling Gel, Dry Shampoo and – most renowned of all – the All-In-One Master, a multitasking toner and essence formulated with ceramide that smooths, softens and tightens skin. The Sweet Peko Limited Edition line boasts bold red packaging reminiscent of the classic childhood candy. Its makeup and skin care goodies range from hand wash, hand cream, sheet mask and oil-blotting sheets to lip balm, eye shadow palette, cushion compact and even a special edition of the Water Drop Tint Bomb.
Aside from Korea, HOLIKA HOLIKA has physical locations across Asia in the Philippines, Indonesia, Thailand, Malaysia, Japan and Hong Kong, as well as locations in the USA, Canada, Estonia and Spain. Visit YesStyle for a wide selection of skin care and beauty offerings from the brand, including many of the bestsellers mentioned above! HOLIKA HOLIKA products also make regular appearances in YesStyle’s yearly advent calendar, which is a great way to try out HOLIKA HOLIKA products alongside other favorites. The brand’s Sweet Peko Limited Edition #01 Strawberry Caramel Eyeshadow Palette was included in YesStyle’s 2018 A KRistmas Fairytale calendar, while the Jellime Highlighter was part of 2019’s Kosmetopia calendar.