Memebox is Korea's first digital beauty DTC platform, which raised $190M and incubated Pony Effect and I'm Meme beauty brands.
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See all ads on AdLibrary →Memebox is a Seoul-based digital beauty company founded in 2012 by Hyungseok Dino Ha. It pioneered K-beauty DTC digitally, raised $190M from investors including GGV and Goodwater, and evolved into a brand incubator that launched Pony Effect with mega-influencer Pony and I'm Meme makeup.
Memebox's advertising operates at the portfolio level — each incubated brand (Pony Effect, I'm Meme) runs its own paid social with creator partners, while Memebox provides the data infrastructure and capital. Pony Effect's ads are inseparable from Pony's personal brand, making influencer-product co-creation the central strategy. See Memebox portfolio ads on AdLibrary.
Pony Effect leads Instagram performance through Pony's tutorial content, which generates millions of organic views that paid campaigns then extend. I'm Meme targets a Gen Z makeup audience with interactive packaging ads (the brand's 'I'm Multi' products function as puzzles). Facebook ads are retargeting-heavy, using lookalike audiences from Pony's engaged follower base.
Pony Effect copy is aspirational makeup-artistry focused: 'Create your look with Pony.' I'm Meme copy is playful and Gen Z-facing: 'Make-up that plays back.' The platform-level Memebox brand speaks to B2B and investor audiences more than consumers, leaving consumer-facing copy to sub-brands.
Memebox's incubation model shows that the most capital-efficient beauty brands are co-created with influencers who bring an existing audience. Pony Effect didn't need to build awareness from scratch — Pony's 6M+ Instagram following was the launch vehicle. For brand builders, the lesson is: influencer equity is worth more than advertising budget in early growth stages.
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