Launched in 2009, 3 CONCEPT EYES is a South Korean cosmetics brand with a unique philosophy. The brand based its name on the idea of three kinds of attractive eyes. Catering to the highly urbanized and confident modern woman, 3 CONCEPT EYES makeup uses a primary color palette of pink, orange and beige, which are versatile enough to mix and match different skin tones. The brand has also launched an expanded spectrum of shades for its eye makeup, nail polish and lip color lines.