3CE

3CE (3 Concept Eyes) launched in 2009 as an offshoot of Korean fashion retailer Stylenanda, founded by Kim So-hee, who started the parent brand at age 21 in 2004. The makeup line began with just a handful of lipstick shades and grew so quickly it now drives roughly 75 percent of Nanda Co.'s sales — most of it from consumers under 30 who buy into the fashion-forward, editorial aesthetic that defines the line.

L'Oréal acquired Nanda Co. in 2018, giving 3CE the global distribution muscle to expand from Seoul flagship stores and Pink Hotel concept spaces into wider Asian, European, and US channels. The Velvet Lip Tints, Mood Recipe Matte Lip Color, and Mood Recipe eyeshadow palettes are the hero range — instantly Instagrammable packaging, a moody-cool color story, and shade ranges built for K-pop and editorial looks rather than no-makeup naturalism.