CLIO: the professional K-beauty makeup brand founded in 1993
In the premium world of Korean makeup, CLIO (Clio Cosmetics) reigns as a true historic house. Founded in 1993 under the name Clio Professional — a professional makeup brand for artists — the company is now one of the most influential in K-beauty. It owns the brands Peripera (2005), Goodal (2011), and Healing Bird (2017), operates the multi-brand network Club Clio (more than 95 stores in Korea), and received a major investment of 50 million dollars in 2016 from the L Capital Asia fund, affiliated with LVMH. A brand with globally recognized professional DNA.
At Ma Petite Corée, we have included CLIO in our premium makeup catalog, convinced by the brand’s thirty years of professional expertise and the exceptional performance of the Kill Lash and Kill Cover products. In this article, we deeply analyze the brand’s DNA. History, philosophy, key ingredients and concepts, flagship products, adapted routines: everything you need to know to understand why CLIO fully deserves its place in your K-beauty routine.
CLIO: the professional K-beauty makeup brand since 1993
CLIO Cosmetics was founded in 1993 in South Korea with a clear ambition: to create a high-end professional makeup brand aimed at makeup artists, while remaining accessible to demanding beauty enthusiasts. The name Clio Professional highlights this mission: to offer consumers the same technical products used behind the scenes at fashion shows, magazine shoots, and TV sets. This professional identity has lasted more than 30 years and forms a major credibility foundation in a highly competitive K-beauty market.
CLIO has gradually built a multi-brand beauty empire. In 2005, the company launched Peripera, a young and pop makeup brand targeting Gen Z consumers with its “Instant Beauty” and playful packaging. In 2011, Goodal was born, specializing in natural skincare based on fermented ingredients and infused waters. In 2017, Healing Bird joined the group with a botanical bodycare and haircare range free of silicone. In 2012, CLIO opened Club Clio, a multi-brand store gathering all group products under one roof, with 95 stores in Korea by 2016.
In 2016, CLIO received a strategic investment of 50 million dollars from L Capital Asia, a private equity fund affiliated with the LVMH group. This investment allowed CLIO to accelerate its international expansion and strengthen its R&D capabilities. The brand works with a research team based in Europe and collaborates on more than 300 product references manufactured in partnership with R&D-oriented manufacturers in France, Italy, and Germany. A technical and international positioning that clearly distinguishes CLIO from purely local K-beauty brands.
Kill Lash and Kill Cover: the CLIO signature
CLIO’s absolute signature is its Kill Lash line, which has become a global reference for high-performance mascara. The Kill Lash Superproof Mascara (with over 180 reviews) combines three technical promises: Killer lashes without clumping, Sky high kill-curling (long-lasting lifted curl), and Killer fixing with no smudging (unshakable hold without transfers). The super-proof formula resists water, sweat, and sebum. Four brush types are available depending on needs: Long Curling (fine curved brush for short, straight lashes), Volume Curling (football-shaped brush for short lashes), among others.
The Kill Cover line is CLIO’s star foundation. The Kill Cover Mesh Glow Cushion combines maximum coverage with a natural glowy finish, suitable for all skin types. It has a lightweight texture despite the coverage, long wear beyond 10 hours without touch-ups, and an airy feel. Kill Cover is regularly praised by professional makeup artists for photo shoots and filming where exceptional wear is required. The cushion technology (a sponge soaked with fluid product) allows precise and hygienic application, ideal for daytime touch-ups.
CLIO also excels in multi-product palettes. The Pro Eye Palette (12 colors, mixed matte and shimmer finishes) offers exceptional versatility to create looks from natural to dramatic. The Pro Single Shadow allows customizing your own palette with highly pigmented individual shadows. The Pro Liquid Liner and Ink Velvet (liquid lipstick) complete the eye & lip offering. The Salon de Clio extends the professional approach into a high-end visual editorial universe. The brand constantly invests in new seasonal collections to follow international beauty trends.
CLIO’s flagship products
CLIO builds its global reputation around several beauty cultures. Here are the essentials.
The Kill Lash Superproof Mascara is CLIO’s absolute iconic product. Super-proof formula resistant to water, sweat, and sebum, 4 brush types to choose from (Long Curling, Volume Curling, etc.), immediate and lasting curling effect. Over 180 authentic reviews. Considered by Coveteur and makeup artists as one of the best K-beauty mascaras on the market. A must-have for monolid lashes that droop quickly, thanks to the curved brush that keeps them lifted.
The Kill Cover Mesh Glow Cushion is the star foundation. Maximum coverage with a radiant natural glowy finish, lightweight texture, long wear beyond 10 hours. Convenient cushion technology for application and touch-ups. Suitable for all skin types and occasions: daily, events, photo. Available in several shades to match diverse skin tones. A beauty salon bestseller that rivals premium Western cushions.
The Pro Eye Palette (12 colors) completes the cult trio. A versatile palette mixing matte and shimmer finishes, highly concentrated pigments, soft and blended application, minimal fall-out. Allows creating an infinite variety of looks from natural to dramatic, whether traveling or at home. Excellent formulation quality that rivals Urban Decay or ABH palettes at a more accessible price level. A must-have for every makeup lover.
Who is CLIO for? Adapting the brand to your style
CLIO primarily targets demanding consumers looking for professional-level technical makeup. Professional makeup artists find reliable products for their clients. Beauty enthusiasts who want the performance of a high-end brand at a K-beauty price will especially appreciate the Kill Cover and Kill Lash lines. Monolid eyes or short, straight lashes will particularly benefit from the different Kill Lash brushes (notably the Long Curling) that maintain the curl all day long.
Combination to oily skin types will appreciate the long-wear formula of the Kill Cover Cushion that resists transfer. Drier skin types can opt for the Mesh Glow versions (more hydrating) or use a preparatory primer. Sophisticated makeup lovers who enjoy multi-finish palettes will find the Pro Eye Palette an ideal companion. Frequent travelers will appreciate the reliability and longevity of the formulas on the go. CLIO is also suitable for beginners who want to invest in a few high-quality products rather than multiply purchases, as the quality-price positioning remains competitive despite the technical demands.
Building your complete CLIO makeup look
A complete CLIO makeup look starts with the base complexion. On skin prepared with your skincare and SPF, apply the Kill Cover Mesh Glow Cushion by gently tapping with the provided sponge, from the center of the face outward. Layer on areas with imperfections (sides of the nose, chin, temples) for adjusted coverage. Set with a light compact powder if your skin is oily, or leave as is for a natural glowy finish.
Move on to the eyes. Use the Pro Eye Palette to create your look: apply a neutral matte shade as a base over the entire mobile eyelid, place a darker shade in the crease for depth, add a shimmer touch on the center of the lid for brightness. Draw your line with the Pro Liquid Liner or a pencil eyeliner depending on your style. Curl lashes with an eyelash curler. Apply two coats of Kill Lash Superproof Mascara using a zigzag motion at the base and smoothing upward to maximize curl and length.
Finish with the lips. Apply the Ink Velvet (long-wear matte velvety liquid lipstick) for a sophisticated finish, or a lip gloss depending on your mood. Don’t forget to sculpt the face with blush and a bit of contour for full dimension. For important evenings, use the Kill Lash Mascara Remover at night to remove waterproof mascara without damaging delicate lashes. CLIO recommends investing in Kill Cover + Kill Lash + Pro Eye Palette as a base trio, then gradually complementing with seasonal palettes and new releases to maintain a makeup wardrobe that matches your evolving style.
Frequently asked questions about CLIO
How to recognize an authentic CLIO product?
Authenticity of a CLIO product involves several simple checks. First, the packaging must be perfectly clean, with no spelling mistakes or blurry prints — counterfeits often have subtle but noticeable visual defects. Next, the barcode must correspond to a product listed in official Korean databases. Finally, the printed batch number allows verification of the manufacturing date and traceability. At Ma Petite Corée, all our products are sourced directly from South Korea through official channels, eliminating any risk of counterfeits.
How to store your CLIO products daily?
Optimal storage of Korean cosmetics relies on a few simple rules. Store your CLIO products away from direct light and temperature fluctuations, ideally between 15 and 25°C. The bathroom, often humid and warm, is not ideal for sensitive actives like vitamin C or retinol. Always close caps tightly and avoid contaminating jars with fingers: use a clean spatula. Respect the expiration date after opening (PAO) indicated on each packaging, generally between 6 and 12 months depending on the product.
Our CLIO selection at Ma Petite Corée
At Ma Petite Corée, we carefully select every CLIO reference. All our products come directly from South Korea, through verified short supply chains. Here is our favorite selection, available in stock and shipped from Seoul to mainland France in just a few days.
Why choose CLIO at Ma Petite Corée?
Buying Korean products in Europe can bring unpleasant surprises on general marketplaces. Counterfeits, expired products, poor storage in non-air-conditioned warehouses: the risks are real. At Ma Petite Corée, we import every CLIO product directly from Korea. Our team based in Seoul checks every batch before shipping to guarantee absolute authenticity and freshness of formulas.
We also offer exclusive references rarely distributed in France. Korean novelties, limited editions, special formats unavailable elsewhere: our catalog constantly evolves with new products selected by our Franco-Korean team. We test products beforehand to offer you only what really works in practice, without giving in to passing marketing trends.
CLIO embodies the excellence of professional K-beauty makeup for over thirty years, offering internationally level technical formulations like Kill Lash or Kill Cover to demanding consumers seeking performance and sophistication. Find the entire CLIO range on Ma Petite Corée and let yourself be tempted by this brand that represents an essential facet of contemporary K-beauty.
Also explore our other Korean skincare brands, our K-beauty makeup universe, and discover our new arrivals imported from Seoul every week.
— Jihyun, Ma Petite Corée team