Nooni Lip Oil Surpasses 200M TikTok Views
Nooni Lip Oil continues to build momentum across global markets. The product has surpassed 200 million cumulative views on TikTok, reached No. 1 in the Lip Stain category on Amazon U.S., and secured the No. 1 spot in the Lip category on TikTok Shop Japan, demonstrating strong performance across key markets. In the first half of 2026, cumulative production exceeded 5 million units.
Nooni is also expanding its global footprint through new retail and marketplace channels, including its launch on Shopee Philippines and expanded availability on Amazon U.K. and Amazon Germany, further accelerating growth across Asia and Europe.
Japan continues to be one of Nooni's fastest-growing markets. The brand has held the No. 1 position in the Lip category on TikTok Shop Japan for more than three consecutive months and reached No. 9 overall on the platform, while viral content surpassing 10 million views continues to drive strong consumer engagement. On June 2, Nooni also participated in the TikTok Shop Creator Matching Event in Tokyo, further expanding its influencer network and strengthening its brand presence in the market.
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The Growth Strategy Behind Nooni's Global Success
On May 16, MBX CEO Hyungseok Dino Ha delivered a keynote at Beauty BM Intelligence Summit 2026 in Seoul, sharing the growth story of Nooni Lip Oil and MBX's content-driven brand strategy. Following the session, the company received numerous inquiries for potential B2B partnerships.
During the keynote, Dino also shared MBX's long-term vision of creating a 100-million-unit hero product, with ambitious sales targets of 15 million units in 2026, 35 million in 2027, and 100 million in 2028 for Nooni Lip Oil.
Kaja Expands Across OLIVE YOUNG U.S.
Kaja has expanded its presence across OLIVE YOUNG U.S., launching at the first OLIVE YOUNG U.S. store in Pasadena in May, followed by its online store and the newly opened Century City location in June. These launches mark another step in bringing Kaja closer to beauty consumers across North America.
Alongside the OLIVE YOUNG launch, MBX CEO Hyungseok Dino Ha was featured in an interview with Business of Fashion (BoF), where he shared insights on the growth of K-beauty in the U.S. and MBX's global expansion strategy. Kaja was also featured in CNN's coverage of the OLIVE YOUNG launch, further highlighting the brand's growing visibility in the North American market.
Nooni and Kaja at TikTok Shop K-Beauty Collective
Nooni and Kaja participated in TikTok Shopโs K-Beauty Collective in the U.S. Held from June 5 to 7 in Dallas, Texas, the event brought together more than 3,000 consumers and creators, with strong interest centered around Nooni Lip Oil and Kaja Beauty Bento.
During the event period, Nooniโs TikTok Shop GMV increased by 47.3% compared to the previous week. MBX connected directly with global consumers and creators, receiving an overwhelmingly positive response from attendees and further strengthening its plans to expand brand experiences and retail touchpoints in key markets.
Kaja Play Bento Wins SHAPEโs Best Powder Blush Award
Kaja Play Bento has been named Best Powder Blush in the 2026 SHAPE Skin Awards by leading U.S. health and lifestyle magazine SHAPE. The award reflects Kajaโs growing brand strength and continued recognition in the North American beauty market.
In May, Kaja also hosted its Tea Around Town brand event in Los Angeles with 25 beauty creators. The campaign generated more than 4 million social impressions and nearly $80,000 in earned media value, further expanding Kaja's brand awareness and consumer engagement across North America.
I Dew Care That's A Wrap Wins 2026 PopSugar Skin-Care Award
I Dew Care That's A Wrap has been named a winner in the 2026 PopSugar Skin-Care Awards by U.S. lifestyle media outlet PopSugar. The award recognizes I Dew Care's product competitiveness and brand value, adding to the brand's continued momentum alongside consumer engagement initiatives such as the I Dew Care x BURN Tap Secret Influencer Event held in Los Angeles in May.
I'm Meme Launches Tic Toc Drizzle Lip Gloss
I'm Meme launched Tic Toc Drizzle Lip Gloss, a new lip category product, in May. Inspired by fruit syrup, the gloss features five shades with a dewy, high-shine finish and made its global debut with its retail launch in Taiwan on May 1.
PONY EFFECT Launches Stay Fit Sun Primer Violet
PONY EFFECT launched Stay Fit Sun Primer Violet in May. Featuring powerful UV protection and natural tone-correcting benefits, the new sun primer debuted in Taiwan before expanding to global markets.
MBX will continue expanding its global presence through new product launches, retail expansion, and brand collaborations in the third quarter. We look forward to creating even more opportunities for growth together with our partners.
