Beauty of Joseon steps into a new chapter with its first lifestyle-led campaign, and it’s all about staying polished on the go. The cult-favorite K-beauty brand has partnered with designer Sandy Liang for the launch of “Busy Girl,” a campaign that redefines beauty routines for the nonstop generation.
SKINCARE
At the center of the release is the brand’s new daily tinted fluid sunscreen. Designed as a three-in-one product, it delivers mineral SPF 30 protection, sheer tint coverage, and the feel of a hydrating moisturizer, all in one step. It’s an ideal pick for anyone who wants to simplify their morning routine without sacrificing skincare or style.
The formula comes in 12 natural-looking shades that blend effortlessly into the skin. Lightweight but effective, it smooths texture, blurs imperfections, and controls shine while maintaining a breathable finish. It’s not just makeup, it’s skincare with a polished touch.
Sandy Liang stars in the campaign, filmed on the streets of New York City. Between errands, meetings, and quick coffee stops, she embodies the “Busy Girl” mantra, always in motion, always looking fresh. A swipe of the tinted SPF is all it takes to keep the glow going, no matter what the day brings.
As Beauty of Joseon continues to build global buzz, especially on platforms like TikTok, this new launch shows the brand’s ability to evolve while staying true to its roots. It’s skincare made for real life, not just vanity shelves.
The tinted fluid sunscreen is available now via Beauty of Joseon’s official website.
