Peggy Gou is the face of Beauty of Joseon’s new sunscreen, as the brand takes its first major step into the global market.
Peggy Gou is the newest face of Beauty of Joseon. The Seoul-based skincare brand, known for minimalist yet highly effective products inspired by traditional Korean rituals, has officially entered the U.S. market through Sephora, marking its first major retail expansion stateside.
Founded with the goal of bringing a modern twist to time-tested Korean beauty principles, Beauty of Joseon has quickly developed a devoted following for products that emphasize simplicity, quality ingredients, and easy-to-layer textures. Its newest launch, the Day Dew Sunscreen SPF 50, exemplifies this perfectly, offering a blend of skincare and sun protection that seamlessly fits into everyday routines. The lightweight formula provides broad-spectrum coverage while ingredients like hyaluronic acid and niacinamide work beneath the surface, leaving skin hydrated and naturally luminous.
For its Sephora debut, the brand chose Peggy Gou, the globally influential Korean DJ whose international presence and distinctive sense of style reflect the label’s cross-cultural ambitions. In visuals released alongside the launch, Gou channels sleek equestrian energy, dressed in polished black riding attire that subtly captures her signature sophistication. It’s an unexpected pairing that aligns effortlessly with Beauty of Joseon’s streamlined aesthetic and forward-thinking vision.
The Day Dew Sunscreen SPF 50 retails at $18 and is now available, alongside Beauty of Joseon’s full skincare lineup, on Sephora’s website.
