Nooni Lip Oil Leads MBX Amazon Prime Day Push

The promotion covers a wide range of MBX brands, including Kaja, I’m Meme, and I Dew Care, with price cuts reaching up to 36%. Shoppers can purchase the signature Appleseed Lip Oil for $9.60, while bundle sets are discounted by approximately 30%. This event highlights a broader shift in how K-beauty brands reach consumers, relying heavily on organic social commerce and creator-driven recommendations rather than traditional advertising.

MBX CEO Hyungseok Dino Ha noted that product discovery has fundamentally changed, with platforms like TikTok fostering genuine communities around specific items. Beyond the lip treatment, the company is discounting its I’m Meme Multi Stick, which has reached 1.73 million units sold globally, and various I Dew Care skincare products. This aggressive push on Amazon aligns with the company’s wider retail expansion strategy, which currently includes partnerships with Ulta Beauty, Target, and OLIVE YOUNG.