Beauty of Joseon Enters the U.S. Market via Sephora: A New Chapter for K-Beauty
K-beauty has taken the world by storm, and now one of its standout brands, Beauty of Joseon, is ready to make a significant impact in the U.S. market. Known primarily for its popular sunscreen, the brand has signed a retail agreement with Sephora, marking a pivotal moment in its journey. Starting July 17, Beauty of Joseon will debut online before expanding to 600 physical Sephora locations. This launch will showcase a curated selection of cleansers, toners, creams, serums, masks, and, of course, its sought-after sunscreens. For Sumin Lee, the cofounder of Beauty of Joseon, venturing into traditional retail was the natural next step after experiencing considerable success online.
Over the past few years, the brand has established itself as a viral sensation on social media, particularly due to its standout SPF products. Lee emphasizes that while the brand initially thrived in the direct-to-consumer space and on platforms like Amazon, the move to Sephora represents a chance to connect with customers in person. “We’ll be able to deliver our message more effectively and ensure that customers experience all the intricate details of our products,” she expresses, underlining the importance of this retail partnership in enhancing consumer engagement.
In the burgeoning U.S. skincare market, sunscreen sales are among the fastest growing, and Beauty of Joseon is no exception. The brand’s flagship product, Relief Sun, has already sold an impressive 25 million units, contributing to over $34 million in sun care sales. However, due to regulatory changes, Relief Sun will gradually be phased out and replaced by the newly developed Day Dew SPF 50, designed specifically for the American market. Lee confidently shares the brand’s ambitious sales goal of approximately $120 million in the U.S. this year, with the Sephora collaboration playing a crucial role in achieving that target. “We’re excited to meet our customers face-to-face and continuously innovate our product offerings in the coming years,” she notes.
In anticipation of the launch, Lee has been actively building excitement around the brand. Campaigns featuring influential figures like Sandy Liang and Peggy Gou have generated considerable buzz. Beauty of Joseon aims to tailor its approach specifically for U.S. consumers, setting it apart from its strategies in markets like Europe and Australia. “Our goal is to provide in-depth product information to Sephora shoppers, who are known for their knowledge and passion for skincare,” she explains. This approach ensures that the brand aligns perfectly with the expectations of its target audience.
Moreover, the brand has established a strong connection with consumers through creative marketing initiatives, such as pop-up coffee carts in New York in partnership with Leon’s Bagels, which reached around 4,000 individuals. While the brand prepares to transition from Relief Sun to its new sunscreen formulation, Lee is optimistic about meeting consumer expectations with the Day Dew SPF 50. “We’ve taken the feedback and insights from our community to create a blendable, lightweight sunscreen that incorporates FDA-approved UV filters,” she assures, highlighting the brand’s commitment to quality and innovation in the evolving marketplace.
While SPF remains the brand’s top-selling product, Lee expresses great confidence in Beauty of Joseon’s ability to showcase its complete range. “Our community loves not only our sunscreens but also our other offerings like serums and toners,” she shares. As K-beauty enthusiasts know, toners are a staple in Korean skincare routines, and Beauty of Joseon is bringing two formulations to Sephora. Lee reiterates that the brand is not just a “one-hit wonder.” With a commitment to expanding their product ecosystem, Beauty of Joseon is poised to further establish itself as a significant player in the U.S. beauty industry, driven by a combination of viral marketing success and a deep-rooted understanding of consumer needs.