As much as beauty lovers fawn over cute packageing [1], it's really what's on the inside that counts. It could be the most Instagrammable-looking product in the world, but if the formula lacks pigment, creamy texture, or staying power, the outside becomes irrelevant. Luckily, there's a new brand at Sephora that has both things down to a science: Kaja.

Kaja is made by K-beauty retailer Memebox [2] and is just as pretty as it is good. Each product is encased in brightly hued bottles matching the shade of the product, and the formulas themselves are creamy, saturated, and functional. Ahead you'll find the items in the line, available at Sephora on Sept. 18.