💌 nooni Apple Seed Lip Oil Wins 2026 Allure Best of Beauty 🏆

A Big Allure Win for nooni 🏆

nooni Apple Seed Lip Oil has won a 2026 Allure CLEAN Best of Beauty Award for Lip Oil.

With its lightweight, moisturizing feel, natural color and glossy finish, nooni Apple Seed Lip Oil has become a customer favorite around the world. We are thrilled to see the product recognized by Allure.

The momentum is also reflected in customer demand. In Korea, August unit sales of nooni Apple Seed Lip Oil at OLIVE YOUNG were 11.5 times as high as in April.

[Read the article: “NOONI'S VIRAL APPLE SEED LIP OIL WINS
PRESTIGIOUS 2026 ALLURE CLEAN BEST OF BEAUTY AWARD FOR LIP OIL”]

Alongside its growth in Korea, nooni Apple Seed Lip Oil continues to deliver strong results globally. Customer feedback has helped shape new shades and formulas, and the collection has now sold more than 5.1 million units worldwide. Related content on TikTok has also generated more than 460 million cumulative views.

On Amazon U.S., nooni Apple Seed Lip Oil has held the No. 1 position in Lip Plumping Treatments since August 19. It also reached No. 1 in both Lip Care and Lip Gloss during July and August.

Customers can now find nooni Apple Seed Lip Oil in more places too. This year, the product launched through the online and offline channels of Target and Nordstrom in the U.S. It also became available through Amazon in 10 European markets, including the UK, Germany, France, Italy and Spain.

[Watch nooni’s official TikTok video with more than 1.2 million views]

The newly launched nooni Apple Seed Lip Oil Shimmer Collection is off to a strong start. A video showcasing all six shades has surpassed 1.2 million views on nooni’s official TikTok. It also generated more TikTok Shop sales than any other piece of nooni content in August. ✨

*Entries close Wednesday, September 30. Ten winners will be selected from the correct entries and notified by email.

nooni, Kaja and I DEW CARE Make Their Target Debut 🎯

This September, three MBX brands made their Target debut with hero products across lip care, color cosmetics and hair care.

nooni introduced eight shades of Apple Seed Lip Oil on Target.com and in 1,778 stores across the U.S. The launch marks a major step into nationwide brick-and-mortar retail for a brand that first built its momentum online. Global beauty publication Cosmetics Business highlighted the Target launch as an important milestone in nooni’s U.S. growth.

Kaja launched on Target.com and in 611 Target Beauty Studio locations nationwide. Target selected Kaja as one of four Focus Brands introduced at LTK Con. Wink Stamp, Play Bento and Dewy Bar also secured three of the 10 Hero End-cap placements within Beauty Studio.

Kaja products were included in Target’s Beauty Advisor training program, and the launch was featured in a related episode of the Gloss Angeles beauty podcast.

I DEW CARE’s Tap Secret has also joined Target’s K-Beauty Hair Edit. Four shades, Translucent, Blonde, Brown and Dark Brown, are being introduced to U.S. customers through a dedicated six-week display.

From nooni’s lip care and Kaja’s color cosmetics to I DEW CARE’s hair care, three distinct MBX brands are starting a new chapter together at Target.

Kaja Reaches the UK Top 5 and 7.6 Million ASMR Views 🎧

After reaching No. 1 in the U.S. TikTok Shop eyeshadow category, Kaja is continuing its momentum in the UK. Within approximately one month of launching on TikTok Shop in the UK, Kaja ranked among the top five products in the eyeshadow category.

In the U.S., Kaja recently partnered with ASMR creator @livvyloveasmr on content featuring Beauty Bento’s signature clicking sound. Viewers of the first partnership video asked to see all 10 Beauty Bentos being clicked shut at once. Their request inspired an organic follow-up video, which reached an even larger audience.

Watch @livvyloveasmr’s ASMR video

Together, the two videos have generated more than 7.6 million views. The response shows how a creator partnership and active community engagement can naturally extend a campaign while highlighting Beauty Bento’s distinctive packaging and playful appeal.

Kaja Juicy Glass Plumping Lip Gloss also received welcome recognition. The product was named a finalist in the Best Breakthrough Color Cosmetics (Lip) category at the 2026 BeautyMatter Awards.

MBX Is Looking for Global Distribution, Wholesale and Retail Partners 🤝

MBX is looking for partners to grow nooni, Kaja, I DEW CARE, I’M MEME and PONY EFFECT in new markets.

Europe is currently our priority region for partnership expansion. We are also actively exploring opportunities across the Middle East, India and Southeast Asia.

Interested in growing with our brands? Contact us through the button above. Our team will review your inquiry directly and get back to you promptly.

You can also visit our newly redesigned official website to learn more about MBX, our five brands and their latest updates. 🌐

This month brought plenty of good news, from the Allure win for nooni Apple Seed Lip Oil and U.S. retail expansion to growth in Europe and new content milestones.

We’re already looking forward to sharing more with you next month. See you in the next newsletter! 👋

Explore Open Roles at MBX’s Seoul Office