CLIO makeup: the Korean brand behind Kill Cover and Kill Lash

If you’re searching for “CLIO makeup”, you’re in the right place: CLIO is one of the oldest makeup brands in Korea, and one you see everywhere in Seoul’s beauty shops. Its names are easy to remember: Kill Cover for a complexion that lasts, Kill Lash for lashes that stay put, Kill Black for a deep black eyeliner line.

In this guide, we tell you where the brand comes from, what makes its formulas so popular, how to find your way through its lines and, above all, what to choose for your complexion, eyes, brows and lips.

CLIO makeup: the story of the brand

It all started in 1993, when Han Hyun-ok founded her company in Seoul. Back then, the first brand was called Clio Professional: a makeup brand designed like the ones pros use. Even today, the group presents CLIO as the first Korean brand born for makeup, at a time when color cosmetics mostly came from abroad.

The first big success came with eyeliners. In 2010, CLIO launched the Kill Black eyeliners, with singer Lee Hyori as the face of the campaign. The brand presents them as the first Korean eyeliners with “carbon black” pigment, a very intense black. It was the start of the “Kill” product family.

In 2015, it was the complexion’s turn with the Kill Cover cushion, which became one of the brand’s pillars. By early 2021, CLIO was already announcing more than 15 million units sold for the whole Kill Cover line (brand figure).

The group grew at the same time. It launched PERIPERA in 2005, a younger, more playful makeup brand, then GOODAL in 2011 for skincare and Healing Bird in 2017 for hair. In 2016, CLIO Cosmetics went public in Korea (on the KOSDAQ), the same year an investment fund linked to the luxury group LVMH invested in the company.

The CLIO philosophy: pro makeup, made simple

The brand’s slogan is “Express Your Own Confidence”. CLIO says it wants to make professional makeup easy and quick for everyone, with quality formulas and on-trend colors. The group sums up its mission in one sentence: giving confidence and joy through makeup. In practice, that means three things:

• Formulas that last: the “Kill” and “Superproof” names say it all, with complexion products, eyeliners and mascaras designed to last all day.
• Precise tools: fine brushes, felt tips, automatic pencils… CLIO pays a lot of attention to everyday gestures.
• Seasonal colors: palettes, tints and blushes change shades from one collection to the next, often in soft, rosy, very Korean tones.

CLIO’s key formulas

CLIO is first and foremost a makeup brand: its “key ingredients” are mainly its formulas and finishes. Here are the ones to know.

Kill Cover: coverage that lasts

It’s the brand’s complexion line. The idea: good coverage that hides redness and small imperfections, and that stays in place throughout the day. You’ll find it as a foundation with the Kill Cover Founwear Foundation The Original, as a concealer, and of course as a cushion, like the little Kill Cover Mesh Glow Essential Cushion Mini to slip into your bag.

Superproof: eyes that don’t run

The word “Superproof” is written on the Kill Lash mascaras and on the brand’s eyeliners. It signals waterproof formulas, made to withstand heat and humidity. That’s the case for the Superproof Pen Liner (felt tip) and the Superproof Brush Liner (brush tip). To remove them without rubbing, the brand offers a dedicated remover, the Kill Lash Mascara Remover.

Glazing: prepping your skin before complexion makeup

It’s the little “skincare” line of CLIO makeup. The Glazing Prep Base lists acetyl hexapeptide-8 and sodium hyaluronate on its bottle: it smooths and hydrates the skin’s surface before foundation. The Glazing Milky Essence combines hyaluronic acid, ectoin, ceramide NP and panthenol in a milky texture, presented as an essence that helps makeup grip better.

Crystal Glam: the glass lip effect

For lips, the Crystal Glam line goes for a shiny, transparent finish, like a layer of tinted glass. The Crystal Glam Tint comes in many shades, and the Royal Edition offers the same formula in decorated tubes.

The CLIO lines to know

Which CLIO for your look?

For makeup, we sorted things by step of the look: we give you our favorite product, plus two more to round things out.

A complete CLIO routine, morning and night

Morning: the everyday look

1. PrepA pea-sized amount of Glazing Prep Base on clean, moisturized skin, then wait a minute.
2. Even outThe Kill Cover foundation in a thin layer, from the center of your face outward.
3. CorrectA dab of Airy Fit Concealer on dark circles or redness, patted in with your fingertip.
4. DefineBrows with Kill Brow, a thin line of Superproof Pen Liner, then the Kill Lash mascara.
5. ColorA veil of Essential Blush Tap on your cheeks and the Crystal Glam Tint on your lips.

Evening: the night-out look, then makeup removal

1. IntensifyThe darker shades of the Pro Eye Palette Air along the lash line and in the crease.
2. HighlightA touch of Prism Highlighter on the tops of your cheekbones and the bridge of your nose.
3. Remove eye makeupA cotton pad soaked in Kill Lash Mascara Remover, held on your lashes for a few seconds before gently sliding it off.
4. CleanseA cleansing oil over your whole face, then a gentle cleanser, before your evening skincare routine.

Our tips for using CLIO well

• Go in thin layers with Kill Cover: the formula covers well, so a small amount is enough. Add a second layer only where you need it.
• Choose the right eyeliner tip: felt tip is easier for beginners, a brush gives a softer, more graphic line.
• Let mascara dry between coats: with a fine brush like the Kill Lash Fine’s, that’s the secret to avoiding clumps.
• Remove Superproof formulas with a suitable product: a two-phase remover or an oil, never by rubbing hard.
• Wind up your brow pencil gently: with an automatic pencil like Kill Brow, push out just a small tip to keep a precise line.

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Jihyun, team Ma Petite Corée