Beauty of Joseon Launch Makes Bold U.S. Debut Through Sephora

K-beauty continues its global rise with Beauty of Joseon Launch making waves in the U.S. skincare scene through Sephora.

The viral Korean skincare brand will first appear online at Sephora on July 17, then expand into 600 physical stores.

Known for its award-winning sunscreens and minimalist skincare approach, the brand’s debut signals a significant shift for Korean beauty in America.

Sephora Partnership Accelerates Brand Expansion

Beauty of Joseon has thrived through social media, direct-to-consumer channels, and Amazon over the past two years.

Its most notable success comes from Relief Sun, which already sold over 25 million units worldwide thanks to online virality.

Co-founder Sumin Lee recognized Sephora as a key partner to scale and meet the American audience face-to-face this year.

“We’re close to finally reaching consumers directly at Sephora,” Lee explained. “It’s time to share our full brand story physically.”

The Beauty of Joseon Launch will include cleansers, toners, serums, creams, masks, and, of course, their next-generation sunscreens.

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Replacing Relief Sun with New FDA-Compliant Innovation

Due to MoCRA regulations, the cult-favorite Relief Sun will be replaced by the new Day Dew SPF 50.

Day Dew was specially formulated to meet U.S. standards while offering the same lightweight, blendable texture fans loved.

With updated UV filters approved by the FDA, the product aims to continue dominating the sun care market in America.

Sumin Lee confidently anticipates that this new sunscreen will drive attention to the brand’s broader skincare collection.

Building a Community Beyond Viral Sunscreens

While SPF remains its bestseller, the Beauty of Joseon Launch also includes carefully crafted serums and toners loved by K-beauty fans.

The brand is not merely chasing trends but working to build a long-term skincare ecosystem with loyal community support.

To stir excitement, the brand collaborated with Sandy Liang and Peggy Gou in localized campaigns for American audiences.

It even held pop-up events like coffee carts with Leon’s Bagels in New York to engage consumers on a personal level.

Sophisticated Strategy for a Savvy Skincare Audience

Beauty of Joseon customizes its message specifically for Sephora’s well-informed and curious skincare shoppers.

The brand’s U.S. strategy differs from its approach in Europe or Australia, offering deeper education and storytelling.

Lee believes the Beauty of Joseon shopper values thoughtful ingredients, modern textures, and the brand’s heritage-driven philosophy.

Transitioning from online virality to physical shelves, this move strengthens the brand’s position as a serious skincare contender.

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