Global beauty company Memebox (MBX) is set to intensify its expansion into the 북미 시장 by participating in the 'TikTok Shop K-Beauty Collective Pop-up' in Dallas, Texas, this June. Memebox plans to leverage its flagship global brands, Nooni and Kaja, at the 행사 to connect directly with local 소비자 and creators.
Memebox Joins US 'TikTok Shop K-Beauty Collective Pop-up'
Memebox announced its 참여 in the 'TikTok Shop K-Beauty Collective Pop-up' scheduled from June 5 to 7 in Dallas, Texas. This 대규모 행사, organized by the TikTok Shop Beauty team, will feature over 20 K-Beauty brands and is expected to attract approximately 5,000 소비자 and creators.
Through this pop-up, Memebox will showcase its global beauty 제품, Nooni and Kaja, offering 북미 소비자 the opportunity to directly 경험 the 제품. This initiative is expected to be a crucial step in raising brand 인지도 and strengthening 시장 경쟁력.
Nooni's Strategy: Captivating Gen Z and Millennials with Lip Oil
Memebox's Nooni will operate a dedicated brand 경험 zone centered on its 'Lip Oil,' a hero 제품 that has achieved over 100 million 누적 조회수 on 북미 TikTok and ranked No. 1 in the lip category on Amazon. Nooni Lip Oil is gaining significant popularity among local Gen Z and Millennials, elevating K-Beauty's 위상.
The 행사 will feature various activities, including 실시간 streaming and makeup shows. Through these, Nooni aims to 적극적 engage global Gen Z and Millennials, effectively communicate 제품 특장점, and build brand loyalty.
Kaja Differentiates with 'Beauty Bento' and 'Wink Stamp'
Kaja, another 참여 브랜드, will showcase a unique 제품 lineup including the bento-box-inspired eyeshadow 'Beauty Bento' and the stamp-type blush 'Wink Stamp.' Its intuitive 제품 formats and distinctive designs are set to highlight Kaja's unique brand identity and 특장점.
Notably, Kaja was co-developed with global beauty retailer Sephora, already enjoying 높은 인지도 in the global 시장. Through its 참여 in this pop-up 행사, Kaja plans to further solidify its 북미 시장 입지 and attract 신규 고객층.
Building on Past Success to Accelerate North American Expansion
Memebox achieved significant 성공 at the first TikTok Shop K-Beauty 행사 held in Los Angeles last year, where Nooni's 참여 led to a more than twofold increase in TikTok Shop transaction volume compared to the previous month. That 행사 attracted approximately 2,500 소비자, and related hashtag content garnered over 11.2 million 누적 조회수, demonstrating strong interest.
Building on this 성공, Memebox plans to continue its 확장 into US offline retail and its content commerce-based strategy for the 북미 시장 in the second half of this year. Amid explosive 성장세, with the US K-Beauty 시장 and K-Beauty transaction volume on TikTok Shop growing by 37% and 132% year-over-year, respectively, Memebox is expected to further strengthen its brand 경쟁력 as a K-Beauty 기업 in the 북미 시장 through this pop-up 행사.
