Memebox, the K-Beauty brand incubator that creates products and also partners with retailers to help them identify white space, has named beauty industry veteran, Allison Slater Ray, as the company’s new President. Most recently, Allison served as Senior Vice President of Global Marketing and Communications at IT Cosmetics, where she was instrumental in the growth of the brand in the U.S. and globally, as well as its transition into L’Oreal when the brand was acquired.

Memebox has also re-branded as MBX, said Founder & CEO Hyungseok Dino Ha. The re-branding reflects the evolution of the company’s approach to personalization through data into the development of unique brands that target niche groups.

“We will continue to incubate K-Beauty trends and drive innovation within our portfolio, but the big opportunity is to continue growth with retail partners – building unique brands that serve niche consumer bases,” said Dino.

In addition to Allison, MBX has announced Hari Seshadri, formerly from Teespring, as its new Chief Financial Officer; Marshall Chang as Vice President of Supply Chain Management; Shawn Park as Creative Director; and Tyler An as CSO/Head of APAC.