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K-Beauty brand incubator Memebox rebrands to MBX and names new executive team

MBX has named beauty industry veteran Allison Slater Ray as the new MBX...

MBX has named beauty industry veteran Allison Slater Ray as the new MBX President. (Photo: © Courtesy of MBX)

Memebox, the innovative K-Beauty brand incubator that launched I Dew Care and Kaja in the U.S., and began as a beauty platform and subscription box service in South Korea, announced today that it has named a new executive team to lead the San Francisco-based company, now rebranded as MBX.

MBX today is the evolution of our company’s approach to personalization through data into the development of unique brands that target niche groups,” says Founder & CEO Hyungseok Dino Ha. “We will continue to incubate K-Beauty trends and drive innovation within our portfolio, but the big opportunity is to continue growth with retail partners - building unique brands that serve niche consumer bases.

With a strong focus on the development of customized beauty brands, MBX has named beauty industry veteran Allison Slater Ray as the new MBX President. Ray has spent over 20 years in beauty industry, most recently as Senior Vice President of Global Marketing and Communications at IT Cosmetics, where she was incremental in the growth of the brand in the U.S. and globally, as well as its transition into L’Oréal when the brand was acquired.

"I am so excited to join MBX,” said Ray. “The company’s data-driven approach to bringing tailored K-Beauty to the U.S. market, with such distinct and creative brands, is incredibly modern and filled with opportunity. This customer-centric approach and commitment to enhancing the beauty experience at a masstige price point is what really sets MBX apart.

In addition to Ray, MBX has announced Hari Seshadri, formerly from Teespring, as its new Chief Financial Officer, Marshall Chang as Vice President of Supply Chain Management, Shawn Park as Creative Director, and Tyler An as CSO/Head of APAC.

Founded in 2012 by CEO Hyungseok Dino Ha, MBX’s mission was to offer new beauty discovery with a subscription box service that became number one in Korea after only six months. The company quickly expanded to a mobile commerce destination, with over five million registered users. Since 2014, MBX has introduced in-house product lines currently available in Asia, the United States, and online: Kaja (developed in exclusive partnership with Sephora), I Dew Care, Nooni, Pony Effect, I’M MEME and Shine Easy Glam.

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