Joseon Era’s original sunscreen, Relief Sun, became a viral sensation on TikTok, selling 18 million tubes thanks to strong word of mouth on social media. Building on this success, the Korean skincare brand is now introducing a daily tinted liquid mineral sunscreen.
New Sunscreen Campaign Stars Fashion Designer Sandy Liang
To promote the new product, Joseon Beauty filmed its first-ever ad on the streets of New York City. The campaign, called “Busy Girl,” features New York-based fashion designer Sandy Liang. Known for her effortless style, Sandy perfectly captures the campaign’s spirit — a creative entrepreneur and new mom who balances a busy life while still making time for skincare.
The brand explains,
“Through this campaign, Joseon Era Beauty continues its tradition of combining cultural heritage with modern culture, highlighting rituals rooted in Korean beauty and adapting them to today’s fast-paced lifestyles.”
Features of the New Tinted Mineral Sunscreen
The new daily sunscreen offers a tinted mineral formula designed for the “ultimate multifunctional person.” It comes in a square bottle, combining skincare benefits with high sun protection.
Key features include:
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Up to SPF 40 broad-spectrum UV protection
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100% mineral formula with 20% zinc oxide as the active ingredient
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Matte, sheer tint with a lightweight, comfortable texture
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Available in 12 shades to suit various skin tones
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Packaging includes a squeezable bottle with a twist-off cap and spray nozzle for easy application
The brand emphasizes the product “looks like tinted sunscreen, but feels like skincare.”
Pop-Up Event in New York City to Celebrate Busy Women
To celebrate the launch and honor busy women in Manhattan, Beauty of Joseon will host a pop-up event in New York City. The team will be at Leon’s Bagels, 169 Thompson St., on:
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June 12: 8 a.m. to 3 p.m.
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June 13 & 14: 8 a.m. to 4 p.m.
This event offers beauty enthusiasts a chance to try the new sunscreen firsthand and learn about the brand’s dedication to blending tradition with modern skincare.
Joseon Beauty’s new campaign and product continue the brand’s mission to meet the needs of modern women through innovative, culturally inspired skincare. With Sandy Liang as the face of the campaign and an emphasis on multifunctional protection, the brand aims to capture the attention of busy consumers who want effective and stylish sun care solutions.
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