Kimmi make up bags

There’s no doubt that this Japanese brand is super-cute; it’s aimed at young girls (but doesn’t specify how young so I’m guessing at early teens?).

Kimmi Perfume

If I look at this too deeply, what I’m seeing is the ‘dollifying’ of beauty products bringing them closer to a toy than a beauty product – so are they really targeting teens? Or even younger?

Kimmi eyeshadow palette

It’s really, really sweet and I want all of it.. but for some reason this has made me a little uneasy about just how young a beauty target audience can or should go.



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