Visitors line up at the Joseon Beauty pop-up store held at New York’s Times Square on Nov. 7-8. Photo courtesy of Goodai Global
Beauty of Joseon, a beauty brand under Goodai Global, is rapidly expanding in the North American market following its entry into Sephora in the United States, accelerating its global brand expansion.
According to the beauty industry on Friday, Beauty of Joseon has expanded its local store presence to more than 640 outlets since entering U.S. Sephora stores in July last year. Its “Dewy Sunscreen SPF 50,” launched as a Sephora-exclusive product, has established itself as a popular item in the suncare category. The brand recently added “Dayscreen Moisturizer SPF 30” to strengthen its suncare lineup.
Global marketing efforts to boost brand awareness are also gaining momentum. Beauty of Joseon operated a pop-up store called “Morning Moisturizer-SPF Grocery” at Times Square Plaza in the United States on the 7th and 8th of this month. The experiential space, themed as a grocery store, drew approximately 2,500 visitors over the two days, with about 2,000 limited-edition on-site goods selling out early, drawing significant attention.
In particular, when brand ambassador DJ Peggy Gou visited the site, a queue of approximately 600 meters formed, generating buzz on social media and in local media.
Beauty of Joseon plans to accelerate the expansion of its global distribution network into Europe and Southeast Asia, building on its North American base. “Over the past year, we have confirmed the competitiveness of K-beauty brands in the North American market,” a company official said. “We will continue to expand local consumer experiences and global distribution partnerships to strengthen our position as a global skincare brand.”