Street wear and accessories brand Tokidoki is famous for its Japanese-influenced cartoon graphics. And now it's using its playful irreverence to brand a beauty collection.

The L.A.-based company hosted a luncheon at the Mondrian Hotel on Thursday to toast its new cosmetics collection created in partnership with ubiquitous beauty retailer Sephora. Guests (including Lisa Ling) were introduced to the line — which features eye-popping pigments encased in even more vibrant packaging — with the help of makeup artists holding court at a few small makeup stations.

"We had done a small collection with Smashbox in the past, and we've always wanted to have our own cosmetics line," said brand co-founder Poonah Mohajer. "I saw that Kat Von D had come out with a line with Sephora — the first time Sephora had partnered with someone — and I said, 'We have to call Sephora.' And they were like, 'Where have you been?' It was amazing."