Beauty / Too Cool For School
Too Cool For School is an artistic cosmetic and skincare brand focused on creative experimentation and contemporary culture. The brand was created in 2009 when the founders of Todacosa, a chain of retail cosmetic stores throughout Korea, decided to change course and start their own cosmetics and skincare brand. As a premium retailer, they had seen brands come and go, and realized that quality and uniqueness are what matter most.
Too Cool For School is formulated in South Korea and designed in New York where they regularly collaborate with international artists, sharing a variety of artistic styles in an effort to defy the rules of cosmetic branding and employ its motto: risks are worth taking. The brand’s innovative Egg Skincare line is an international best-seller, designed by NY-based creative director, Young Kim. The artwork for the first artist-collaborative packaging was created with a freelance illustrator in London, and the Dinoplatz packaging was designed by artist Hatori Sando, with whom Too Cool For School has collaborated and sponsored for several years – just one of the many ways that the brand supports the arts. Like Hatori Sando, all of their affiliates are active artists; including designers, painters, musicians, and dancers.
Today, Too Cool For School is one of the most sought after brands in South Korea, is the only Korean brand available at Colette and Gallery Lafayette in Paris, and is available throughout the US in Sephora.