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 label, now reaching a global audience.
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Peggy Gou enters this partnership as the brand’s new global ambassador. Known for her music and fashion presence, she brings visibility that matches Beauty of Joseon’s growing ambitions. The visuals feature Gou styled in equestrian-inspired looks that lean into her dark, polished aesthetic. Paired with the luminous finish of the new Day Dew Sunscreen, the campaign creates a contrast between edge and softness.
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Beauty of Joseon framed the campaign around themes of duality and effortlessness. The visuals pull from Gou’s on-stage persona while emphasizing a skin-first approach to beauty. The brand connects her presence with the sunscreen’s key qualities: a hydrated glow, weightless texture, and reliable protection.
The Day Dew Sunscreen SPF 50 offers broad spectrum UV protection while delivering a dewy finish. Its formula includes hyaluronic acid and niacinamide, two skincare ingredients chosen for their hydrating and skin-brightening effects. The product’s texture remains light and breathable, made to fit into an existing routine without disruption. Designed as the final step in a morning regimen, the sunscreen aims to provide both comfort and utility.
Beauty of Joseon announced the product with a price point of $18 USD. Shoppers can find the Day Dew Sunscreen on Sephora’s online platform, along with the rest of the brand’s lineup. Known for formulations rooted in traditional Korean ingredients, Beauty of Joseon continues to gain attention for its accessible pricing and skin-focused product design.
By choosing to work with Gou, Beauty of Joseon positions itself within a larger cultural conversation. The brand has built its following through direct communication with skincare users, and the new campaign continues that tone.
The Day Dew Sunscreen now joins a catalog that already includes Beauty of Joseon’s viral serums and moisturizers. Its launch alongside a high-visibility campaign helps position it as a natural addition for both new and returning customers.
