Holika Holika

Holika Holika is a South Korean beauty brand founded in 2010 by ENPRANI, a Korean cosmetics company. Its name fuses the English suffix "-holic" with the Korean word for temptation, and that whimsical spirit runs through everything from the packaging to the frequent pop-culture character collaborations (Gudetama and Peko-chan among them). The brand built its early global following on skincare heroes like the aloe-leaf-shaped Aloe 99% Soothing Gel, but its color cosmetics — lip tints, blushes, eyeliners, and brow products — are just as central to its identity.

Across more than a decade the brand has grown into a broad international presence, with standalone stores and retail across Asia, Europe, and North America, plus official online stores serving the US and other markets in 2026. Holika Holika occupies the fun, affordable end of K-beauty, sitting alongside labels like Etude and Peripera as an accessible gateway into Korean makeup — playful branding, gentle formulas, and prices that keep it firmly in the budget-to-mid tier.