Beauty of Joseon has chosen Peggy Gou as the new face of its latest campaign, timed with the debut of the Day Dew Sunscreen and the brand’s recent entry into the U.S. market through Sephora. Titled “Not Our First Rodeo,” the campaign uses Western motifs to mark a confident step forward for the Korean skincare […] More
Sunscreen has long carried a reputation of being a necessary inconvenience, a sticky layer of protection that disrupts makeup, leaves a ghostly cast, and refuses to play well with skincare. But a quiet revolution in formulation has changed the conversation. Today’s SPF is invisible, elegant, and intentionally designed for daily use. The newest generation of […] More
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 […] More
