CreatripTeam

Menokin, led by CEO Lee Bo-kyung, launched a 30-second bubble mask that removes the need for a sheet (sheet mask) and shortens a 20-minute routine to half a minute. Launched via crowdfunding in 2022, the product reached monthly sales of KRW 10 million within six weeks through word-of-mouth and low-cost marketing, helping the company grow from KRW 10 million annual revenue in 2021 to about KRW 5 billion, and now approaching KRW 20 billion this year. Menokin’s ‘time-save’ philosophy—reducing steps while delivering multiple effects—has earned a domestic patent and wider retail distribution, expanding from Olive Young listings to an expected ~700 stores by year-end. The brand is also expanding overseas via Amazon, has secured safety registrations (CPNP and MOCRA), and is negotiating placement with global retailers such as LOFT, @cosme plaza, Ulta Beauty, and Costco. CEO Lee says the sheet-free innovation and minimalist routine represent the next wave of K-beauty.