Kokie Cosmetics

Kokie Cosmetics is an American mass-market makeup brand founded in 2015 [1]. It builds a full range of affordable colour cosmetics around an aesthetic it draws from Korean beauty, and sells primarily through US drugstore and big-box retail. The company is based in the United States; the editorial outlet Broke and Beautiful described it in 2018 as a "Maryland-born brand" [5], and US business records list it as the legal entity Kokie Cosmetics, Inc. [4]. The brand name is sometimes read as signalling a Korean company, but Kokie describes itself only as K-beauty inspired rather than Korean: the word "Kokie" derives from the Korean word for elephant, chosen, the company says, to suggest something "bold, beautiful, and unforgettable" [1].

As of 2026 the brand is active, with a live storefront, a current product catalogue, and a "© 2026 Kokie Cosmetics" footer.

According to the company, Kokie was founded in 2015 and has "grown as a leading brand in the mass market" since. Its founders are not publicly identified. The name carries the brand's central motif: the elephant, which recurs in its hashtag tagline "#FollowTheElephant". The Korean-word origin is the extent of the brand's connection to Korea named in its own materials; the about page does not state a country of origin, and the K-beauty link is one of inspiration and visual style rather than corporate nationality [5].

Kokie is a full-line cosmetics brand, with products spanning eyes, lips, face, nails, tools and skincare. Its catalogue leans heavily on broad shade ranges at low prices: the Kissable lipstick is offered in 33 shades, the HD Foundation in 18, and the Lip Veneer Cream Gloss in 19. Other listed products include the Fix It Up Matte Setting Spray and a range of mascaras, concealers and contour items. The 2018 Broke and Beautiful profile noted that nothing in the catalogue then cost more than $15 [5], and a 2024 review by The Aesthetic Edge placed the line firmly in the drugstore tier, calling the prices "fair for the drugstore, nothing too out of the ordinary" [6].

The company positions itself as accessible and inclusive, summarising its mission as "Makeup is for everyone, and Kokie is for you" [1]. It says its products are formulated by a team with "over 30 years of collective experience in the beauty industry" and aims to offer "comparable high-end formulations at a highly affordable price point". The brand frames its values around quality, transparency and inclusivity.

Distribution is multi-channel and US-focused. By May 2018 the line had reached Rite Aid and Walmart stores [5]; The Aesthetic Edge later listed availability through Rite Aid, Walmart, Amazon and Sally Beauty alongside the brand's own website. The core operation and retail footprint remain in the United States.

Kokie states that it is "proudly cruelty-free, PETA and Leaping Bunny Certified" [1]. The company describes its products as "globally manufactured," without specifying production locations.

Coverage of the brand has come mainly from independent beauty blogs rather than major press. Broke and Beautiful, profiling the then-new line in 2018, called it "a fully realized beauty line" despite its youth [5]. The Aesthetic Edge reviewed it in 2024 and rated it four out of five stars, describing it as "an affordable, cruelty-free beauty brand offering a wide range of makeup essentials designed for everyday wear" [6].

The brand is active. Its website was live in 2026 with a current catalogue and a "© 2026 Kokie Cosmetics" footer [2], and customer service is run on US Eastern-time business hours. Business databases estimate annual revenue at around $3.9 million [4], consistent with a small-to-mid mass-market brand rather than a major industry player.