“MBX today is the evolution of our company’s approach to personalization through data into the development of unique brands that target niche groups,” said 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, most recently as senior vice president of Global Marketing and Communications at IT Cosmetics, where she was instrumental in the growth of the brand in the US and globally, as well as its transition into L'Oreal 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 US 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.”
MBX has also 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.