Beauty of Joseon’s sunscreen, Relief Sun, became a viral sensation on TikTok. Now, it has some competition—Daily Tinted Fluid Sunscreen. To promote the new mineral sunscreen, the Korean skincare brand shot its first-ever campaign on the streets of New York City, starring fashion designer Sandy Liang.

Sandy Liang is Beauty of Joseon’s ‘Busy Girl’

Beauty of Joseon’s new sunscreen campaign, “Busy Girl,” aims to show how even the busiest women have time for sunscreen. Starring in the ad campaign, Sandy Liang is a New York-based designer known for her effortlessly cool aesthetic. She embodies the brand’s “Busy Girl,” as a creative, entrepreneur, and new mom. 

“With this campaign, Beauty of Joseon continues its tradition of bridging heritage with modern culture, spotlighting rituals rooted in Korean beauty and adapting them for today’s fast-paced lifestyles,” the brand states.

Beauty of Joseon’s New Sunscreen is a Tinted Mineral Formula

Beauty of Joseon’s sunscreen, Relief Sun, in a tube, went viral—selling 18 million units. Word spread of social media, and its popularity soared. Will the new Daily Tinted Fluid Sunscreen repeat the success?

The new tinted mineral sunscreen is in a square bottle, and designed “for the ultimate multi-tasker,” the brand states. “It looks like a tint, feels like skincare, and protects with SPF 40,” the press release says.

Daily Tinted Fluid Sunscreen is in a squeezable bottle with a screw-on cap and a nozzle tip. The 100% mineral-based formula’s key ingredient is 20% zinc oxide.

The new sunscreen delivers broad-spectrum UV protection with SPF 40. It has a sheer tint with oil-control, and has a lightweight texture that’s comfortable to wear all day. It comes in twelve shades.

Beauty of Joseon’s Pop-Up Event in NYC

To promote the new campaign—and “honor all the busy girls in Manhattan”—Beauty of Joseon’s sunscreen is “popping up” at an event. In an effort to entice beauty fans to try the new sunscreen, Beauty of Joseon’s team will be at Leon’s Bagels, 169 Thompson Street. The event runs on June 12th from 8 am – 3 pm; and on June 13th and 14th, 8 am – 4 pm.

Beauty of Joseon collaborated with Leon’s to create a custom menu featuring Korean flavors, including salted caramel cream cheese and mini-rice cakes sprinkled with soybean powder.