Who is Tokidoki? (and why is that packaging so damn addicting?)

tokidoki, which means "sometimes" in Japanese, represents a hope we all share for moments that might change our destiny. Creator Simone Legno expressed this mantra through his artwork and soon had a "tokidoki" moment himself: In 2003, his work was discovered by Pooneh Mohajer, co-founder of Hard Candy Cosmetics, and her husband, Ivan Arnold.

Pooneh and Ivan fell in love with tokidoki and immediately flew Simone to LA, where they made him an offer to move from Rome to build the brand. They believed that everyone should experience the cute and playful world of tokidoki. By 2004, tokidoki had become a cult-favorite line and soon expanded to include everything you can imagine—toys, clothing, accessories, skateboards, sportswear, and more.

Now, the brand is shaking up the beauty world with tokidoki, presented exclusively at Sephora. For the first time ever, you can express your own inner artist with innovative ingredients and vibrant, high-pigment shades that offer endless possibilities for creating your own style. These one-of-a-kind collectibles also feature custom-designed packaging that celebrates the vivid artwork, mischievous characters, and imaginative storytelling found only in the universe of tokidoki.

tokidoki is a world where criminally cute and irresistibly edgy collide.

What to try? 

If you want to try something from this irresistible line, I would suggest one of the following products:

Perfetto Eyeliner, $16 Inspired by tokidoki artist and creator Simone, these waterproof, multicolor pens let you do more than just create intense eye looks. Draw your favorite tokidoki character on your skin as body art or use it as an eye liner under Cromatico Eyeshadow to complete your look. Remember, it's temporary, so anything you create can be removed easily with makeup remover. "I love the intense pigment of the Perfetto Eyeliner, and the chisel tip allows for precise application. Whether it's illustration or beauty, the right tools are always essential." - Simone Legno, tokidoki Creative Director Character Colors: Rondine Love - White Donutella - Magenta Carina - Eggplant Mostro - Green Sabochan - Black SANDy - Dark Green Arlecchino - Dark Blue Ciao Ciao - Periwinkle

 



Or their fabulously packaged eyeshadows!

Cromatico Eyeshadow
What it is:
A bright, high-impact, highly pigmented eyeshadow housed in an iconic compact design featuring tokidoki's signature heart and crossbones.

What it does:
This super-playful, wearable, collectible shadow strikes the perfect combination of edgy and cute, in a rich, blendable formula that creates fade-proof color that pops. The shadow comes in sixteen vibrant shades and three finishes: "Matcha Matte", "Soft Water Pearl" and "Tokyo Glitter". The extraordinary array of colors and textures means endless possibilities for expressing your personal style.

What it is formulated WITHOUT:
- Parabens

What else you need to know:
Each stunning shadow is inspired by a tokidoki character and comes in a tokidoki-logo-shaped compact, with a heart on the outside and skull pan on the inside. These products are not tested on animals.
My fav color in this product?
Bastardino (love the name-its an inside joke with my dad)

Bastardino (rich green with green and iridescent glitter) Item # 1217603

If you are feeling really youthful (or you have a special young person in mind for gift giving) you can even buy the tokidoki characters on an iPhone case!

$35 at Sephora stores and online