NOONI, K-BEAUTY BRAND BEHIND VIRAL APPLE SEED LIP OIL, MAKES U.S. RETAIL DEBUT AT TARGET

Backed by global K-beauty company MBX, nooni bets on its cult-favorite Apple Seed Lip Oil to lead its entry into U.S. retail, arriving in 1,778 Target stores and online September 6

NEW YORK, Sept. 8, 2026 /PRNewswire/ -- nooni, the Korean beauty brand best known for its viral Apple Seed Lip Oil, today announced its U.S. retail debut at Target, bringing its bestselling lip treatment to consumers nationwide. Beginning September 6, eight shades of nooni Apple Seed Lip Oil will be available in 1,778 Target stores across the country and on Target.com, marking the brand's first brick-and-mortar retail presence in the United States.

At the heart of the brand's global momentum is the Apple Seed Lip Oil, which has generated more than 450 million viral views on TikTok and sold more than 5.1 million units worldwide, averaging approximately one sale per minute on TikTok Shop. The product has also demonstrated strong demand across e-commerce, recently ranking No. 1 on Amazon in the Lip Care, Lip Plumping Treatments, and Lip Gloss categories. The bestselling formula combines the high-shine finish of a gloss with the nourishing feel of a lip oil, delivering hydration, buildable color and a lightweight, non-sticky texture powered by apple seed oil.

The launch marks a significant next chapter for nooni as K-beauty continues to move from trend to mainstream beauty staple in the U.S. By bringing its hero product from social feeds and digital shelves into Target stores, nooni is making one of its most recognizable K-beauty products accessible to an even broader audience of American consumers.

The Target assortment will feature eight shades of nooni Apple Lip Oil, available for $15 each, including:

• Appleclear
• Applepeony
• Appleberry
• Appleplum
• Applefig
• Applewine
• Appleginseng
• Applecranberry

"Target gives nooni the opportunity to reach a broad range of consumers through their everyday shopping routines, including those who may discover new beauty products while shopping for their daily essentials," said Dino Ha, Founder and CEO of MBX. "Apple Seed Lip Oil has built strong demand through social media and e-commerce, and this launch allows us to translate that online momentum into in-store discovery and purchase at a national scale. More than a distribution expansion, it represents an important step in making nooni and K-beauty more broadly accessible as part of consumers' everyday beauty routines."

The nooni Apple Lip Oil collection will be available beginning September 6, 2026, in 1,778 Target stores nationwide and on Target.com for $15 each.

About nooni:

nooni is a Korean beauty brand best known for its Appleseed Lip Oil collection, though it also offers cleansing oils, lip masks, peel pads, and other skincare products. The brand's philosophy centers on simple, effective formulas with a "less is more" approach, and its products are manufactured in Korea.

For more information, visit nooni.me or follow @nooni_official on social media.

SOURCE nooni