EN 💌 MBX & Dino | July 2026

Nooni Introduces the New Lip Oil Shimmer

Nooni’s signature Apple Lip Oil is expanding with Apple Lip Oil Shimmer, which combines the original’s moisturizing feel with a subtle shimmer finish. Available in six shades, the new line will launch on TikTok Shop US and Amazon in August, further strengthening Nooni’s hero lip oil lineup.

Nooni Apple Lip Oil Shimmer

No. 1 on Amazon and Up to 713% Growth During Prime Day

Nooni Apple Lip Oil ranked No. 1 in the Lip Gloss category on Amazon US on July 23. During Prime Day, Nooni’s average daily sales increased by 350% in the US and 713% in Canada compared with its typical daily average, further establishing Apple Lip Oil as Nooni’s global hero product.

  Nooni Apple Lip Oil, Amazon Lip Gloss Category #1  

More Viral Moments and New TikTok Shop Launches

Nooni’s official TikTok account achieved its first video with more than 1 million views. Filmed at the Kolmar Korea R&D center, the video follows the manufacturing process behind Apple Lip Oil and offers an engaging look at both the product development journey and the technology behind K-beauty manufacturing.

[Watch Nooni’s Apple Lip Oil manufacturing video, now with over 1 million views]

In the US, a mukbang video by @aliviadonai surpassed 1.3 million views. The creator applied Nooni Apple Lip Oil before enjoying a meal, naturally demonstrating the product’s lasting color and stain while showing how beauty content rooted in everyday moments can resonate with audiences.

[Watch @aliviadonai demonstrate the lasting color and stain of Nooni Apple Lip Oil]

Kaja Beauty Bento ranked No. 1 in the Eyeshadow category on TikTok Shop US on June 24. A product video by @itsmakeupbymelissam also surpassed 1 million views, drawing attention to Beauty Bento’s easy-to-use format and distinctive stacked packaging.

Kaja Beauty Bento, No. 1 in the Eyeshadow Category on TikTok Shop US

[Watch @itsmakeupbymelissam’s Kaja Beauty Bento video, now with over 1 million views]

MBX also expanded its global TikTok Shop presence in July, with Nooni launching in Vietnam, Kaja in the UK, and I’m Meme in the US—bringing each brand to more consumers around the world.

Nooni Apple Lip Oil Tops OLIVE YOUNG’s Makeup Category

Alongside its global growth, Nooni is quickly gaining awareness and sales momentum in Korea. During OLIVE YOUNG’s “Deal of the Day” promotion, Nooni Apple Lip Oil ranked No. 1 in the Makeup category and No. 7 overall. The product’s global momentum is now translating into strong results on Korea’s leading beauty platform.

Screenshot from the OLIVE YOUNG app on June 28

Apple Lip Oil Apple Vanilla was also featured in the “Newest” section of Beauty+ magazine’s July issue. Nooni additionally appeared on the media wall at a showcase for brand ambassador Yerin, giving more Korean consumers opportunities to discover both the product and the brand.

MBX’s Global Growth in the Spotlight

Modern Retail, a US publication covering retail and marketing, featured MBX as a beauty company that has successfully turned TikTok Shop momentum into broader growth across Amazon and offline retail.

[Read “How 3 Brands Are Using TikTok Shop to Expand Abroad”]

Fashionbiz spotlighted MBX’s global strategy, built around a portfolio of brands including Nooni, Kaja, and I’m Meme. Korea Textile News also featured an interview with CEO Dino Ha, covering MBX’s evolution into a global brand builder and the strategy behind its growth.

[Read “Nooni, Kaja, I’m Meme: MBX Emerges as a Global Brand Builder with 90% of Sales Generated Overseas”]

[Read “MBX CEO Dino Ha: From Subscription Commerce to a Global Hero Brand Builder”]

At “KOOM RUNWAY: Seoul to NYC,” CEO Dino Ha presented “The Beauty Success Formula Behind Nooni,” sharing how the brand expanded its success from TikTok Shop to Amazon and global retail.

MBX CEO Dino Ha speaking at KOOM RUNWAY

MBX products also continued to attract attention from leading global media. Kaja Jelly Charm and I’m Meme Color Key Ring Water Gel Lip Tint were named among Marie Claire’s “12 Best K-Beauty Lip Tints of 2026.” Kaja Jelly Charm was also featured in Allure’s Ulta National Lipstick Week recommendations.

I’m Meme Builds Momentum in Japan

Power Magnet Makeup Keep Spray recorded a 67.5% month-over-month increase in sales and a 29.7% increase in organic search traffic. The product also ranked No. 1 in the Spray category on TikTok Shop Japan, emerging as a new growth driver for the brand.

Screenshot from TikTok Shop Japan on July 14

Multi Stick Dual and I’m Stick Shadow Shimmer also ranked No. 1 in the Bronzer and Eyeshadow categories on TikTok Shop Japan, respectively. I’m Meme plans to keep the momentum going by expanding its collaborations with local creators.

TikTok Shop Japan content with over 100,000 views

I’m Meme Expands Its Lineup with New Colors and Textures

In July, I’m Meme brought I’m Stick Shadow Shimmer, which has gained popularity in Japan, to OLIVE YOUNG in Korea with an expanded shade lineup. The brand also introduced Topping Cube Lip & Cheek in Taiwan.

[Visit the Olive Young Korea launch page for I’m Meme I’m Stick Shadow Shimmer]

I’m Stick Shadow Shimmer is available in four new neutral-toned shades, offering versatile looks ranging from natural definition to statement makeup. Topping Cube Lip & Cheek is a dual product that combines two different colors and textures in a playful keychain-style package designed for easy use on the go.

[Visit the Taiwan launch page for I’m Meme Topping Cube Lip & Cheek]

A Strong Prime Day and BuzzFeed Feature for I Dew Care

I Dew Care’s sales increased by 369% during Amazon Prime Day compared with its typical daily average, led by strong performance from its hero product, Tap Secret Dry Shampoo Powder.

[Read “41 Products You’ll Love So Much, You’ll Make Up Songs About Them”]

BuzzFeed also featured Tap Secret as a portable, non-aerosol dry shampoo that absorbs excess oil and adds volume to the hair.

I Dew Care Launches Five Hydrogel Masks for Different Skin Concerns

I Dew Care launched five Hydrogel Masks at Ulta Beauty in the US, with each mask designed for a different skin concern. The collection includes Thirst Things First for hydration, The Rice Stuff for brightening, Cool Operator for soothing, Smooth Believer for firming, and Blurred Out for pore care, further expanding the brand’s skincare lineup.

[Visit the Ulta Beauty US launch page for I Dew Care Hydrogel Masks]

Pony Effect Unveils the Renewed Coverstay Bake & Fix Powder Beige

Pony Effect will introduce the renewed Coverstay Bake & Fix Powder Beige in Taiwan in August, featuring an updated shade and redesigned packaging. The finely milled, lightweight powder naturally blurs the appearance of pores and uneven skin texture while helping base makeup stay fresh for longer. The launch will further strengthen Pony Effect’s base makeup lineup.

  Pony Effect, Coverstay Bake & Fix Powder Beige  

July brought another month of exciting milestones for MBX—from the continued growth of our hero products and expansion into new global channels to fresh product launches across our brands. We look forward to sharing even more products, content, and global milestones with you in the months ahead.