K-beauty brand Beauty of Joseon is launching a full-scale global campaign.
Beauty of Joseon said on May 27 that it successfully wrapped up its “Morning Moisturizer-SPF Grocery” pop-up store, held for two days starting May 7 at Times Square Plaza in New York under an SPF-themed concept.
The experiential space, designed around a grocery store theme, attracted about 2,500 visitors over the two-day event, while roughly 2,000 limited-edition on-site merchandise items sold out early.
In particular, when global DJ and brand ambassador Peggy Gou appeared at the event, lines stretched nearly 650 yards, drawing significant attention across local media and social media platforms.
The event marked a turning point in strengthening Beauty of Joseon’s growing global presence and expanding its distribution channels in overseas markets.
Beauty of Joseon laid the groundwork for global market expansion by officially launching at Sephora stores in the United States on July 15 last year.
Ahead of its one-year anniversary at Sephora, the brand has expanded to more than 640 stores, while its Sephora-exclusive “Daydew Sunscreen SPF 50” has become a bestseller in the sun care category.
The company recently further strengthened its sunscreen lineup with the launch of its new “Dayscreen Moisturizer SPF 30.”
Starting with the New York pop-up, Beauty of Joseon plans to roll out a series of global campaigns while accelerating distribution partnership expansion into major markets including Europe and Southeast Asia, with North America serving as its strategic base, as it seeks to solidify its position as a global skincare brand.
Meanwhile, Gudai Global, the operator of Beauty of Joseon, recently obtained ISO 45001 certification, an international occupational health and safety management system standard, further enhancing its corporate credibility and competitiveness in the global market.
ISO 45001 is an international standard requiring a systematic management framework designed to protect workers’ health and safety and create safer workplaces.
The certification process includes rigorous evaluations of a company’s ability to identify and prevent potential risks in advance.
The certification covered the cosmetics and inner beauty sales business, with Gudai Global saying it strengthened its global-level capabilities in occupational health and safety management.