Memebox is partnering with Sephora to launch a new K-beauty make-up brand

The K-beauty e-tailer and community platform will work with the LVMH-owned retailer to develop K-beauty products that millennials and GenZ are seeking

Memebox, an interactive community-based beaut and e-commerce site, has signed a product partnership deal with Sephora.

The new collaboration with the LVMH-owned retailer will see a new K-beauty colour cosmetic brand hit the market, targeted at millennials and GenZ consumers.

According to the start-up the collaboration will merge Sephora’s established role in experimental beauty and omni-retail with Memebox’s digital capabilities, consumer data and ability to create fast beauty.

The line will be released later in the year, available via sephora.com and in selected stores.

Why K-beauty?

via Instagram @memebox

Sephora already stocks a selection of K-beauty products, but this will be the first time it has embarked on creating a cosmetic brand with a South Korean company.

Memebox, founded to make K-beauty products accessible to consumers in the west, first entered the market as a subscription service before moving into e-commerce in 2015.

In 2017 the company haunted selling its products, but has since started again this year.

Today it has four own-brand lines, Noodi, I Dew Care, Pony Effect and I’m Meme, and a community of five million monthly beauty enthusiasts.

In recent years the company has also received significant financial backing, with over US$100m from investors Goodwater Capital, Prejam Mar Ventures and Formation Group.

Brain Koo, the group’s CEO, said the retailer “represents the future.”

K-beauty has been increasing in popularity in the west and has a current market evaluation of US$12.4bn with a 7% year-on-year growth.

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