Known for its innovative product offering and creative techniques, the Korean beauty industry has increasingly been regarded as a treasure trove of beauty secrets that people from around the world claw at to reveal.
One brand that’s set to become an international staple is Too Cool for School, a playful make-up and skincare label that combines an appreciation of art with top quality ingredients. Conceived in New York City, but backed by the expertise of its founders: seasoned cosmetic veterans from Korea, Too Cool for School is built around creative experimentation and contemporary culture. Its wide range of skincare products, such as cleansing waters, setting face mists and mousse-like face masks, combine different textures and traditional ingredients (think egg white and fermented rice) for palpable results. Its equally extensive make-up collection, which delivers blush in watercolour-like finishes and packages hydrating eye pencils with built-in sharpening and smudging tips for easy access, demonstrate intuitive product design for ease of use.
Too Cool for School’s offerings are made all the more distinctive by its packaging. The brand has made it a point to commission different artists to design each of its ranges. It’s signature 'Dinoplatz' range features illustrations by the painter/architect Hatori Sando, who has been a recurring collaborator. Sando’s witty interpretations of famous city landmarks include the Big Apple’s Guggenheim museum, Flatiron building and High Line – with a larger than life tourists wandering around them.
Pei-Ru Keh is the US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru has held various titles at Wallpaper* since she joined in 2007. She currently reports on design, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru has taken a key role in championing diversity and representation within Wallpaper's content pillars and actively seeks out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.
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