MADE WITH HEART IN SEOUL

Founding Story

Securing a partnership with Sephora was a journey of perseverance, involving years of negotiations. At MBX, we had always aspired for collaboration, recognizing Sephora's extensive customer reach in North America. Initially, Sephora saw potential in MBX but was not fully convinced by our brand portfolio.

By 2016 and 2017, following discussions with Sephora's management team, we reached a pivotal decision to co-create a brand. This decision was driven by Sephora's aim to appeal to a younger, digitally-savvy audience. They identified a gap in their offerings: a lack of brands that resonated with Gen Z in terms of branding and affordability. Here, K-beauty's innovative, playful, and budget-friendly nature was the perfect match. MBX, agile and innovative, was well-suited to fast-track this development.

Within a year, combining our data-driven insights with Sephora merchants' expertise, we crafted over 40 SKUs. Our objective was to stand out in Sephora's portfolio, creating a brand that embodied charm, portability, and user-friendliness. Thus, 'Kaja' was born, meaning 'let's go' in Korean.

In 2018, we launched a groundbreaking product: the 'Beauty Bento', also known as the 'Beauty Stack'. This compact, fingertip-friendly product was a stark contrast to the larger palettes prevalent in the market, and it quickly became a bestseller.

Today, Kaja is not only the most cost-effective color brand in Sephora's range, aside from their own collection, but it also signifies our dedication to making top-tier K-beauty technology widely accessible. In a distinctive approach, we've infused advanced skincare technologies into our color products, securing our place as Sephora's exclusive K-beauty color brand.

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