THE WHAT? K Beauty brand incubator Memebox has announced a rebrand, now being known as MBX, and has appointed a new executive team to lead the San Francisco-based company.
THE DETAILS Allison Slater Ray has been announced as the new MBX President, who will continue the brand’s focus on customized beauty brands, while Hari Seshadri has been named as the new CFO, Marshall Chang as the VP of Supply Chain Management, Shawn Park as Creative Director and Tyler An as CSO/Head of APAC.
Ray said, “I am so excited to join MBX. 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.”
THE WHY? The rebrand of the company’s name signals an, “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.
Meanwhile the new executive team will better facilitate MBX’s growth plans in bringing K Beauty to the U.S. market.
Dino.Ha continued, “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.”