Memebox Kaja Expands US Distribution with Ulta Entry

Kaja, the flagship brand of global beauty company Memebox, has officially entered Ulta Beauty, a major U.S. beauty retail platform, achieving the remarkable feat of covering both major U.S. beauty distribution channels, alongside Sephora, where it had already launched. This is a significant milestone demonstrating Kaja's unique market penetration in a situation where many K-beauty brands remain in a single channel. Kaja, which first launched in Sephora in 2018 as a 'K-beauty makeup brand,' successfully localized its formulas and designs to meet the needs of U.S. consumers, and built a strong fandom, especially among Gen Z. Its hybrid product line, combining makeup and skincare, played a decisive role in Kaja rapidly gaining recognition in the U.S. market. Ulta heavily promoted Kaja as an 'Ulta exclusive new product,' revealing its high expectations for the brand. Immediately after the launch, some products sold out both online and offline, and this news quickly spread via social media, indicating an explosive initial response. This is even more significant considering that Ulta allows only a select few brands from those sold at Sephora to enter its stores, following a rigorous selection process. Memebox successfully operates a D2C (Direct-to-Consumer) model, directly overseeing the entire process from beauty brand planning to production, marketing, and distribution, based on global hubs in the U.S., Korea, and Taiwan. This strategic approach led to the achievement of its first profit in the first half of this year. Kaja plans to further strengthen its localization strategy to solidify its position in the global beauty market.