Nooni, a K-beauty brand under global beauty company Mimibox (MBX), has officially launched its representative product, Apple Seed Lip Oil, in 1,778 Target stores and on Target.com across the United States.
This launch follows Nooni's entry into 89 Nordstrom locations in August and significantly expands its offline distribution network in the U.S. The brand's strategy focuses on leveraging proven product demand from social media and e-commerce to penetrate major retail channels, thereby expanding its consumer base.
Target will showcase eight colors of the Apple Seed Lip Oil, including Apple Clear, Apple Peony, Apple Berry, Apple Plum, Apple Fig, Apple Wine, Apple Ginseng, and Apple Cranberry. Notably, the product features a blend of glossiness and moisturizing properties, delivering a lightweight feel with minimal stickiness and showcasing natural color.
The Apple Seed Lip Oil has surpassed 5.1 million units in global cumulative sales, marking it as Nooni's flagship product. In July and August, it achieved the top position in three categories—Lip Gloss, Lip Plumping Treatments, and Lip Care—on Amazon in the U.S. It also ranked among the top 50 products in the overall Beauty & Personal Care category. Furthermore, Nooni-related content has garnered over 450 million views on TikTok.
Target serves as a prominent everyday shopping channel in the U.S., encompassing a diverse range of categories from groceries to fashion to beauty. Nooni aims to link the product awareness and consumer demand established online through Target's extensive store network, thus maintaining its growth trajectory in the U.S. market.
Hyungseok Ha, CEO of Mimibox, stated, “Target is a channel where we can meet a broad consumer base discovering new beauty products during their everyday shopping experiences. This launch allows us to connect the strong demand for Apple Seed Lip Oil built in social media and e-commerce with in-store discovery and purchasing across the country.”
He added, “This launch is an important step in bringing Nooni and K-beauty closer to the everyday beauty routines of U.S. consumers. Based on product quality and user experience, we will continue to grow Nooni into a beloved beauty brand in the global market.”
Nooni is expanding its product offerings and sales channels around hero products that have received proven consumer responses. The Apple Seed Lip Oil is currently available in over 12 colors, with recent launches including a shimmer formulation and a lip mask renewal. Future consumer responses and sales data from Target will be reflected in their product and channel strategies to accelerate growth in the U.S. market.
