What Memebox does

Memebox (주식회사 미미박스) is a global K-beauty company founded in 2012 and headquartered in Seoul, South Korea, with US operations based in Los Angeles. The company operates a portfolio of five wholly-owned color cosmetics and skincare sub-brands — I'm Meme, Nooni, I Dew Care, Kaja Beauty, and Pony Effect — and has raised approximately $193M in total funding, making it the top-funded K-beauty startup. Its core technology is the development of multi-functional, trend-forward K-beauty color cosmetics formulations (e.g., multi-use sticks combining contour, highlighter, and blush in a single product), created in South Korea and distributed globally.

The company's primary growth engine is its I'm Meme sub-brand, which launched at 624 Target locations (February 2026) and 1,900 Walgreens stores (May 2026) in the US with 17 SKUs priced $5–$18, alongside established category-leading positions in South Korea, Japan, and Taiwan. Revenue is generated through direct-to-consumer e-commerce (memebox.com and sub-brand sites), third-party marketplace listings, mass-market retail partnerships, and TikTok Shop commerce — notably achieving #1 ranking in Japan's TikTok Shop lip category (Nooni, 3+ months) and shading category (I'm Meme, 5+ months).

The business model is a product-led growth approach combining viral social content on TikTok, Instagram, and YouTube with retail distribution scale. All US products are priced under $20 to align with mass-market accessibility. The target customer is Gen Z and young Millennials seeking affordable, trend-forward K-beauty. Founder and CEO Hyungseok Ha (Ha Hyung-seok) leads the company, with recent leadership additions including a Director of Sales (Nancy Kinney) supporting US expansion.

Name

Memebox

Legal name

(주)미미박스

Website

https://memebox.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Memebox is a Seoul-based K-beauty company operating a portfolio of five color cosmetics and skincare sub-brands (I'm Meme, Nooni, I Dew Care, Kaja Beauty, Pony Effect), selling trend-forward, multi-functional makeup at mass-market price points across Korea, Japan, Taiwan, and the US through Target and Walgreens.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• K-beauty cosmetics
• Color cosmetics
• Multi-functional makeup
• Lip tints
• Beauty brand house

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales — Retail & E-commerce: Memebox generates revenue through direct-to-consumer e-commerce sales on its owned Korean website (memebox.com) and through retail partnerships with major mass-market chains (Target, Walgreens) and TikTok Shop in Japan. Products are priced between $5–$20 in the US market and 5,000–31,000 KRW in Korea.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Memebox develops, markets, and distributes K-beauty color cosmetics under owned brands led by I'm Meme and Nooni. Its core products are multi-functional makeup items spanning face (cushion foundations, primers, setting powders, blushers), lips (tints, lipsticks, glosses, balms), and eyes (eyeshadow palettes, stick shadows, lash serums), sold direct-to-consumer online, through US mass retailers (Target, Walgreens), and via TikTok Shop in Japan.

Product overview

Memebox ((주)미미박스) is a global K-beauty company operating a portfolio of brands including I'm Meme, Nooni, I Dew Care, Kaja Beauty, and Pony Effect. The company primarily offers color cosmetics through its I'm Meme sub-brand, which features multi-functional makeup products spanning face (foundations, cushions, primers, setting powders), lips (lip tints, lipsticks, lip balms), eyes (eyeshadow palettes, mascaras, lash serums), and tools (puffs, brushes, pouches). Products are distributed through e-commerce, major U.S. retailers (Target, Walgreens), and TikTok Shop in Japan. I'm Meme targets Gen Z and young Millennials with trend-forward, accessible K-beauty products priced from $5 to $31,000 KRW.

Differentiator

Problem solved

Functional benefit

Brands

• I'm Meme: Viral Korean color cosmetics brand known for multi-functional makeup products
• Nooni
• Pony Effect
• Kaja Beauty
• I Dew Care

Products and services

• I'm Meme Multi-Stick Candy Writer (Blusher Cheek & Highlighter) I'm Meme Multi-Stick product functioning as a blusher and highlighter with a 'water-absorbing glow' effect for multi-use cheek makeup. Priced at 13,000 KRW on the Korean memebox.com site.
• I'm Meme Multi-Stick (Shading / Highlighter / Blusher) I'm Meme multi-functional stick for shading, highlighting, and blush application in a single product. Priced at 13,000 KRW on the Korean memebox.com site.
• I'm Stick Shadow Series (Matte / Shimmer / Glitter) I'm Meme stick eyeshadow product available in matte, shimmer, and glitter finishes for multi-use eye makeup. Priced at 12,000 KRW on the Korean memebox.com site.
• I'm Multi-Stick Dual I'm Meme dual-ended contouring and highlighting stick for quick 5-second facial contouring. Priced at 17,000 KRW on the Korean memebox.com site.
• I'm Multi-Cube Eyeshadow Mini Palette 4-Color I'm Meme compact 4-color eyeshadow and blusher mini palette designed to fit in pouches. Priced at 23,000 KRW on the Korean memebox.com site.
• Lip Silhouette Water Blur Tint I'm Meme water-blur lip tint with a strong-fixing formula and reverse-text packaging design. Priced at 15,000 KRW on the Korean memebox.com site.
• Wonder Lasting Cushion Series (Cover / Glass / Velvet) I'm Meme cushion foundation line available in Cover, Glass, and Velvet finishes, with UV protection (SPF50+/PA++++), whitening, and wrinkle-improvement triple-functional benefits. Priced at 24,000 KRW on the Korean memebox.com site.
• Wonder Velvet Fit Foundation I'm Meme high-adhesion foundation providing a smooth velvet skin finish, available in 2 colors. Priced at 31,000 KRW on the Korean memebox.com site.
• Wonder Locking Primer I'm Meme all-in-one tone-up primer for one-step makeup. Priced at 18,000 KRW on the Korean memebox.com site.
• Skin Pillow Setting Powder (Original / Lavender) I'm Meme soft setting powder that wraps around skin for a comfortable finish, available in Original and Lavender variants. Priced at 21,000 KRW on the Korean memebox.com site.
• Purple Cotton Tone Control Sun Base I'm Meme tone-correcting sun base with a transparent and clear finish; triple-functional cosmetic with whitening, wrinkle improvement, and UV protection (SPF50+/PA++++). Priced at 16,000 KRW.
• Color Key Ring Velvet Tint I'm Meme lightweight velvet lip tint that adheres closely and maintains original lip color. Priced at 13,000 KRW on the Korean memebox.com site.
• Slim to Slim Hyaluronic Gloss Fit Lipstick I'm Meme lipstick formulated with hyaluronic acid for a clear moisture glow and bouncy lip finish.
• Lash Push 13X Peptide Essence Serum I'm Meme high-concentration essence serum featuring 13 types of peptides for daily eyelash care.
• Pep Bam (Lip and Cheek Balm) I'm Meme daily color multi-balm designed for lips and cheeks. Priced at 10,000 KRW on the Korean memebox.com site.
• Nooni (누니) Brand Lip Care Line including Nooni Nuni Lip Oil K-beauty lip care line including the Nuni Lip Oil from Nooni (누니), one of Memebox's wholly owned brands, sold via nooni.me and through TikTok Shop Japan.
• I Dew Care Skincare Brand K-beauty skincare brand under the MBX portfolio, sold through idewcare.com and global wholesale partners.
• Kaja Beauty Brand K-beauty brand under the MBX portfolio, sold through kajabeauty.com.
• Pony Effect Brand K-beauty cosmetics brand under the MBX portfolio, sold through Naver Smart Store (smartstore.naver.com/ponyeffect) and global wholesale partners.
• I'm Meme US Mass-Retail Assortment (17-SKU, 11-Franchise Collection) I'm Meme's US mass-retail color cosmetics assortment sold at Target (624 locations) and Walgreens (1,900 stores), with all products priced under $20, launched as part of the brand's nationwide US expansion in 2026.

Quantifiable outcome

• Nooni led Japan's TikTok Shop lip category for over three consecutive months
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• WalgreenscoreChannel Partner/ Reseller/ Distributor · 10 May 2026I'm Meme launched at 1,900 Walgreens stores nationwide and online starting May 10, 2026. The rollout made the brand's multi-functional, trend-forward color cosmetics accessible to a wider U.S. audience, with all products priced under $20. This expansion represents a significant retail distribution milestone for the Los Angeles-based brand.
• TargetcoreChannel Partner/ Reseller/ Distributor · 17 February 2026I'm Meme, a viral Korean color cosmetics brand developed by Memebox, launched its best-selling multi-functional makeup products at Target with a nationwide in-line rollout beginning February 2026. The launch featured 17 SKUs across 11 franchises spanning face, lips, and eyes, priced from $5 to $18, available at 624 Target locations both in-store and online. This represents a significant milestone in I'm Meme's U.S. expansion.
• 2002 (2002.co.kr)minorChannel Partner/ Reseller/ DistributorNooni (Nuni Lip Oil) is aiming to sell 10 million units in the U.S. through strategic collaboration with partners 2002 and Mimi Box. Industry observers say that if Nooni Lip Oil succeeds in the American market, it could serve as a model for other domestic beauty startups seeking to expand overseas.
• Mimi BoxminorChannel Partner/ Reseller/ DistributorNooni (Nuni Lip Oil) is aiming to sell 10 million units in the U.S. through strategic collaboration with partners 2002 and Mimi Box. Industry observers say that if Nooni Lip Oil succeeds in the American market, it could serve as a model for other domestic beauty startups seeking to expand overseas.
• Global Beauty Retailers and Distributors (Open Partnership Program)minorChannel Partner/ Reseller/ DistributorMemebox (MBX) actively seeks partnerships with best-in-class beauty companies that prioritize brand building, customer care, and long-term growth. The company brings K-beauty to customers worldwide through its portfolio of brands (I Dew Care, Nooni, Kaja Beauty, Pony Effect, and I'm Meme). Interested partners can contact [email protected].

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• e.l.f. Beauty: US-listed affordable beauty company with multi-functional color cosmetics and skincare at mass price points; the closest publicly traded analog to Memebox's I'm Meme value proposition and Target/Walgreens channel strategy.
• ColourPop Cosmetics: Affordable, digitally native color cosmetics brand with strong social-commerce origins and broad mass-channel distribution; highly comparable business model to I'm Meme's viral-to-retail playbook.
• NYX Professional Makeup (L'Oréal): Mass-market color cosmetics brand owned by L'Oréal, sold through Target, Walgreens and other drug/mass retailers; competes head-to-head with I'm Meme for the same shelf space and Gen Z shopper.
• COSRX: Korean beauty brand that scaled into US mass and specialty retail through social commerce virality; directly comparable K-beauty US-expansion template that Memebox's portfolio brands (Nooni, I Dew Care) are pursuing.
• TIRTIR: K-beauty color cosmetics brand that achieved viral US breakthrough (notably its cushion foundation) and mass-market expansion; directly comparable to I'm Meme in product type and US go-to-market through TikTok-to-retail.
• Beauty of Joseon: K-beauty brand that scaled rapidly via TikTok virality into US retail including Target; shares Memebox's social-led US expansion playbook for an MBX-adjacent portfolio brand.
• Milani Cosmetics: US mass-market affordable color cosmetics brand carried across drug, mass, and specialty channels; competes with I'm Meme for the same Gen Z/millennial budget beauty shopper at similar price points.
• Wet n Wild: Long-standing US mass-market affordable color cosmetics brand with deep drugstore distribution; competes with I'm Meme at similar sub-$20 price points and through overlapping mass retailers.

Broad incumbents

• Amorepacific: Largest South Korean beauty conglomerate spanning prestige and mass K-beauty brands (e.g., Innisfree, Laneige); a broad incumbent in the same K-beauty category from which Memebox sources its competitive advantages and against which it ultimately competes internationally.
• Innisfree: Amorepacific-owned mass-market K-beauty brand with established US retail presence; representative of the broader K-beauty competitive set Memebox must differentiate against in US mass channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@immeme_official
• Facebookfacebook.com/memebox
• Instagraminstagram.com/immeme_official
• TikToktiktok.com/@immeme_official
• Xx.com/memebox_usa
• LinkedInlinkedin.com/company/memebox-corp-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds10 records

Investors26 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Memebox