K‑Beauty brands are all in on Sanrio lately

Before introducing the collaboration lineups, let me explain what Sanrio is! 

Sanrio is a global character brand that originated in Japan in the 1960s.
It is known for cute and friendly characters such as Hello Kitty, My Melody, Kuromi, and Cinnamoroll, loved by people of all ages from children to adults.
Sanrio is more than just a character brand; it combines nostalgic retro vibes with modern sensibilities, maintaining steady popularity especially among Gen Z.

So why did all these brands suddenly jump on the Sanrio trend?

The main reason is that Sanrio taps into Gen Z and Millennial nostalgia and cuteness sells.
Hello Kitty, My Melody, and Cinnamoroll are not just cute characters, but symbols of childhood memories and popular culture that resonate deeply with these generations.
This retro sentiment naturally meshes with contemporary trends, capturing the hearts of young consumers who value self-expression and unique style.
Moreover, the limited-edition nature of these collaborations creates urgency and exclusivity, driving fast and strong online reactions.

In short, if it’s cute, it sells, and Sanrio is the ultimate proof.
K-beauty brands know this well, and they’re turning our childhood memories into products we can’t resist.

This time, Olive Young has collectively partnered with Sanrio, leading many brands to collaborate under the special theme called ‘Tanning Sanrio.’

Starting with Pochacco and including Hello Kitty, My Melody, Kuromi, Cinnamoroll, and Pompompurin many Korean brands at Olive Young are now collaborating with Sanrio

Here are the brand x character lineups we’ve rounded up!

1. Hello Kitty 

Tools galore from Fillimilli including brushes, curlers, puffs, hairpins, and mirrors

First up is Fillimilli, the brand that collaborated with Hello Kitty. Fillimilli is a beauty tool brand.
Their design is based on an angel and devil concept, not just a simple print of the character’s face.
They used pink and black colors to match the theme, and even the puffs are shaped like Hello Kitty’s face.
This collaboration has received the most enthusiastic response among the current lineup.
People have also compared it to previous Hello Kitty collaborations by other brands

2. My Melody

Sun care and cooling products from Cell Fusion C (3 types of sunscreen, cooling pads, cooling serum, and sheet mask), Illiyoon Ceramide Lotion, So Natural Makeup Fixer, and Tree Hut Body Scrub. 

Sun care and cooling products from Cell Fusion C include three types of sunscreen cooling pads a cooling serum and sheet masks.

Previously, Cell Fusion C had a collaboration with the frog character from the Korean soju brand Jinro.
Since that collaboration was not well received, people are happy and relieved that the character was changed to My Melody this time.
 

The downside is that the products are essentially the same, with only character-themed packaging or labels added.

3. Kuromi

Skincare from Mediheal (PDRN toner pads and sheet masks), Illiyoon Cica Mist, Acne Body Wash, Ninewishes Tone-up Body Serum, and Tree Hut Scrub.
 

Kuromi collaborated with the PDRN line, which pairs well with the purple color.
Although the product labels only feature the character’s face, a Kuromi-themed shopping pouch is included as a gift.

4. Cinnamoroll

Hair care from Growus (no-wash & damage treatments), Labo-H shampoo and ampoule tonic, plus Dallif Fixer, Hair Mascara, and shampoo. 

One of the most popular products in the Cinnamoroll collaboration is this item.
Instead of simply printing the character’s face, a small Cinnamoroll figure is embedded in the lid!
Along with Fillimilli, this collaboration has received great feedback, letting fans enjoy double the cuteness.
 

5. Pompompurin

Bring Green Trouble Serum, Aloe Soothing Gel, Labo-H shampoo, treatment, and ampoule, Growus Sea Salt line, and from Bbia, tints and eyeliners.

Labo-H’s collaboration is a strategic move. Since it’s currently summer in Korea, teaming up with cooling products is not just for fun, it’s designed to boost actual purchases, not just serve as a seasonal campaign.

6. Pochacco

Makeup lovers this one's for you! Rom&nd tints, cheek, and eye palettes, Numbuzin No.1 line, Wakemake eye palettes, cushion foundation, and tints, plus Etude single shadows and tints, and more Bbia tints and eyeliners.

Pochacco has collaborated with the most brands.
With many brands and products involved, the response has been very positive.

Details like the palette lids featuring Pochacco’s face have received good feedback.
One advantage of collaborating on makeup products is that limited-edition colors are released.
In this regard, makeup collaborations with Rom&nd and Bbia are very popular, and interest in the new colors is explosive.

You can find these in website Olive Young Korea while the global website offers only a few of them!