Beauty Launches

Beauty of Joseon Debuts at Sephora

The brand also introduces a new Day Dew Sunscreen with SPF 50, and Peggy Gou approves it in a new campaign.

July 17, 2025

By: Rachel Klemovitch

Assistant Editor

K-beauty brand, Beauty of Joseon, announced its first U.S. retail partnership with Sephora.

The Sephora debut features core SKUs, including the Glow Serum, Glow Replenishing Rice Milk, Ginseng Cleansing Oil, and Ground Rice and Honey Glow Mask.

Additionally, Beauty of Joseon launches a new SPF skincare hybrid. The Day Dew Sunscreen SPF 50 offers a soft, cloud-like texture that melts into the skin with a dewy finish.

The brand has also teamed up with Peggy Gou as its newest global ambassador, starring in a bold new campaign: Not Our First Rodeo.

The visuals include dreamy pink backdrops, Peggy’s signature edge, and the new Day Dew glowy skin finish. It’s a celebration of boldness, duality, and skin-first simplicity.

Packed with hyaluronic acid, niacinamide, and panthenol, the Day Dew Sunscreen is lightweight but high-performing, shielding skin while delivering real skincare benefits.

Day Dew Sunscreen follows on the heels of Beauty of Joseon’s viral hit, Relief Sun.

While keeping the silky texture of the OG Relief Sun, Day Dew Sunscreen melts in faster and feels like your favorite moisturizer.

Soft, breathable, and barely there on skin, it’s also gentler than ever: free of parabens, mineral oil, fragrance, and ethanol. Vegan, cruelty-free, and non-comedogenic.

This lightweight formula leaves your skin with a naturally glowy (never greasy) finish with no white cast. Ever. The easy-to-layer texture doesn’t pill, get greasy, or disturb your makeup, and it’s water-resistant.