KOSDAQ-listed NexaDynamics (CEO: Jeon Haein) announced on June 13, 2025, that it has made a 3 billion KRW investment in BR MUD, a K-beauty brand based on natural mud ingredients, marking its official entry into the K-beauty industry.
A NexaDynamics representative stated, "This investment was made jointly with Hana Securities, totaling 5 billion KRW, through the acquisition of redeemable convertible preferred shares (RCPS) in BM Cos, the parent company of the BR MUD brand. NexaDynamics participated as a strategic investor, investing 3 billion KRW."
BR MUD's flagship products, the Recovery Mud Mask and Recovery Mud Pack to Foam Cleanser, saw a surge in demand after American rapper Cardi B shared her experience with the brand's products in November 2024, praising them by saying, "It feels like God made this product." The products achieved high sales on platforms such as TikTok Shop, and some items are expected to sell out due to explosive demand.
This investment round, led by NexaDynamics and joined by leading institutional investors including Hana Securities, is expected to highlight not only the global growth potential of the brand, but also the brand discovery capabilities of NexaDynamics CEO Jeon Haein.
This investment is being evaluated as more than a simple capital injection; it serves as a testbed to demonstrate NexaDynamics' global commerce strategy and its marketing capabilities in the global market through brand scaling. NexaDynamics has secured distribution rights to supply BR MUD products to the U.S. market, where K-beauty products are highly sought after. As sales of these products rapidly increase, NexaDynamics' performance is also expected to improve accordingly.
NexaDynamics plans to accelerate the entry of BR MUD and other major K-beauty brands into the North American market by collaborating with global retail partners such as Target, Costco, and ULTA Beauty. The company will also rapidly expand not only its e-commerce platforms but also offline distribution channels, continuously strengthening its global distribution platform and brand scaling strategies.
Jeon Haein, CEO of NexaDynamics, who led this strategic investment, is a former member of the strategy team at eBay's U.S. headquarters. Leveraging extensive experience in global commerce and brand incubation, Jeon is integrating BR MUD into NexaDynamics' K-beauty distribution portfolio and expanding touchpoints with consumers worldwide.
Jeon commented, "BR MUD is a brand that combines unique regional ingredients, strong product efficacy, and both contemporary and emotional appeal. I am confident that reinterpreting Boryeong's natural mud as a modern skincare solution will resonate authentically with global consumers."
He added, "K-beauty has now become an industry centered on brands that deliver sustainable consumer experiences and innovation, going beyond being just a 'Korean Wave trend.' NexaDynamics will not stop with this BR MUD investment, but will continue to discover and nurture competitive K-beauty brands, leading growth in the global market starting with North America."
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