Nooni Hits #1 on Amazon Again ๐ฅ
Nooni Apple Seed Lip Oil has once again ranked #1 on Amazon U.S., this time in both Lip Care and Lip Plumping. It also climbed all the way to #50 in Beauty & Personal Care overall.
This comes right after Nooni took the #1 spot in Lip Gloss this July. And the momentum isn't limited to the U.S. โ Nooni continues to rank #1 on TikTok Shop Japan, showing strong love from customers across different markets and channels.
Thereโs good news from Australia, too! Apple Seed Lip Oil made it onto Amazon Australiaโs Hot New Releases list, another exciting sign that the product is catching on in new markets.
Nooni is also becoming easier to find around the world. The brand is now available in 89 Nordstrom stores across the U.S., and recently expanded to Amazon in Germany, Italy, and France, as well as Mercado Libre in Mexico.
Back in Korea, Nooni has been steadily moving up the OLIVE YOUNG rankings, recently reaching #34. From the U.S. to Europe, Latin America, Australia, and Korea, Apple Seed Lip Oil keeps reaching more customers around the world. ๐
Meet Nooniโs New Shimmer Lip Oils โจ
This August, we introduced six new shades of Apple Seed Lip Oil Shimmer on Amazon and TikTok Shop.
The new collection keeps the lightweight, moisturizing feel people love about the original Lip Oil, with a subtle touch of shimmer added. Since launch, itโs already been getting great early reactions from consumers and creators.
From left: @itsmakeupbymelissam, @sandrasfavoritefinds, @morganliving
We also launched an upgraded Lip Mask with even more hydration. What started with Apple Seed Lip Oil is now growing into a broader Nooni lip care lineup, with new colors, textures, and formulas.
Even when a product is already doing well, the goal isnโt to simply leave it at that. At MBX, the focus is on understanding what people love about a product and building on that to create what comes next.
120,000+ Visitors at OLIVE YOUNG Festa LA, and Kaja Was Right in the Middle of It ๐
More than 120,000 people visited OLIVE YOUNG Festa LA 2026 from August 14โ16. Kajaโs booth stayed busy throughout all three days, making it one of the liveliest spots at the event.
For the event, Kaja brought its โHeart in Seoulโ concept to life with retro pixel art and a pink arcade-inspired design. Visitors got to try some of Kajaโs best-known products, including Beauty Bento and Wink Stamp, through a variety of fun, hands-on experiences.
The crowds kept coming throughout the event, showing strong interest in Kaja among U.S. consumers. It was also a great opportunity for more people to discover, try, and experience Kaja in person.
Kaja Is Coming to 611 Target Stores ๐๏ธ
Kaja is heading to 611 Target stores across the U.S. this September, with the launch rolling out both in stores and online! The brand will be part of Target Beauty Studio, Targetโs new destination for prestige beauty.
Target Beauty Studio brings together more than 1,600 products from 90 prestige, emerging, and global brands. Kaja will join the lineup with around 40 products across eyes, lips, and face, including favorites like Beauty Bento and Wink Stamp.
This marks another exciting step in Kajaโs U.S. retail expansion. Through Target, Kaja will reach an even broader group of U.S. consumers as part of their everyday shopping experience, bringing the strong awareness it has built online and on social media into stores across the country.
Thereโs more good news from Ulta, too! Kaja exclusively launched the new DoubleKiss Bento Cheek & Lip Duo at Ulta Beauty, and the product was also featured by ABC News as one of the latest beauty launches to watch.
Kaja also made an appearance in global beauty publication Cosmetics Businessโ โTop 5 K-Beauty Trends of 2026โ report, which featured an interview with Dino. He shared his perspective on how K-Beauty is moving beyond a passing trend and becoming an established part of the global beauty mainstream.
Dino on EO: How to Grow in the U.S. ๐๏ธ
This month, Dino joined EO Korea to share the story behind MBX and some of the lessons heโs learned from more than a decade of building and growing the company globally. From going through Y Combinator and taking on the U.S. market to his thoughts on building a growing organization and leadership, Dino shared his experiences and perspectives along the way.
If youโre curious about the story behind MBX, beyond the brands and products, itโs well worth a watch.
Iโm Meme Keeps Growing in JapanโฆNext Up, Mega Wari โจ
In August, Nooni and Iโm Meme joined a creator matching event in Japan, where they connected with around 140 creator teams. Nooni had an especially strong showing, ranking #1 in sales by a wide margin among more than 20 participating brands.
Iโm Meme Stick Shadow Shimmer is keeping up the momentum, too. After reaching #1 in the eyeshadow category on TikTok Shop Japan last month, the strong response has continued to translate into sales.
And now, Qoo10 Mega Wari is underway in Japan! Ahead of the promotion, Iโm Meme recommendations have been picking up attention on X, with a post featuring Multi Stick Dual reaching 1.3 million views. The momentum that started on TikTok Shop is now spreading to other channels, making this Mega Wari another exciting moment to watch.
Tap Secret Keeps Hitting Millions of Views on TikTok ๐
I Dew Careโs Tap Secret Dry Shampoo Powder has been racking up millions of views on TikTok. A video by @prettylittleami_ has reached 1.1 million views, while @avarae.21โs video has topped 1.2 million.
The simple application of tapping the puff directly onto the scalp, paired with a clear before-and-after transformation, makes the product easy to understand even in a short video and has helped drive a strong response on TikTok.
Thereโs more good news for I Dew Care: August marked the brandโs highest monthly sales of the year so far. With products like Tap Secret Dry Shampoo Powder continuing to gain attention, I Dew Care is looking to keep the momentum going across more channels.
And Weโre Hiring in Korea! ๐
Want to help create the stories youโll be reading about in next monthโs newsletter, and the ones after that? MBX is always looking for new people to join the team in Korea.
Weโre currently hiring across a range of roles. If youโre excited about building whatโs next in global beauty with MBX, check out our open positions and come join us!
Writing this newsletter every month, weโre finding ourselves asking โWhich of these updates should we share first?โ more often than โWhat should we talk about this month?โ And thereโs already plenty more to look forward to in September. Weโll be back with more updates as soon as thereโs good news to share.
If there was a story in todayโs newsletter that caught your attention, feel free to share it with your colleagues, friends, or anyone who might enjoy it. It means a lot to us to be able to share more of whatโs happening at MBX with more people.
See you again next month! ๐
ย What would you like to see more of next month? ๐ย ย
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