Beauty pro division

It’s a world where the criminally cute and irresistibly edge can be paired together in perfect harmony. And that world is tokidoki, the genius creation of Simone Legno, who has taken both the fashion and beauty worlds by storm. Tokidoki, which is Japanese for “sometimes,” are the familiar cartoon characters seen on everything from LeSportsac to Hello Kitty to Smashbox. And now Simone is bringing his world of characters to Sephora for an exclusive tokidoki makeup and accessories line.

Since tokidoki was originally discovered and brought to life by the co-founder of Hard Candy cosmetics, Pooneh Mohajer and her husband Ivan Arnold, this seems like a natural step for Simone and the tokidoki brand. The makeup line features the well-known characters as the colors and shades of the brand. For instance, the Perfetto waterproof eyeliner is available in Mostro (spring green), Carina (eggplant) and Sabochan (black), among other colors. The bright and vivacious Fantastico lip stain caught our eye, especially with its boldness. We love it in Cactus Friends (coral). Plus, it seems to stay on forever.

The line, which also includes eyeshadows, bronzer, powder and make-up brushes, brings out the playful side in all of us. It’s cutesy without being cheesy. For us, tokidoki means sometimes growing up. And we’re thankful that we have a brand that makes cartoons perfectly acceptable.