Global Expansion of K-Beauty Sensation, Beauty of Joseon, Following NYC Pop-Up Triumph
Korean skincare sensation, Beauty of Joseon, is celebrating a major milestone in its global expansion. This follows a wildly successful pop-up event in Times Square, announced on May 27, 2026, just ahead of its first anniversary of launching at Sephora in the United States.
The brand’s innovative ‘Morning Moisturizer-SPF Grocery’ pop-up store transformed Times Square Plaza into an experiential grocery store-themed space on May 7-8. The event drew approximately 2,500 visitors over two days. More than 2,000 limited-edition products sold out early, demonstrating the massive consumer appetite for K-beauty innovations. The event gained significant momentum when global DJ and brand ambassador Peggy Gou made a special appearance at the site, sending social media and local press into a frenzy.
The pop-up showcased Beauty of Joseon’s new Dayscreen Moisturizer SPF 30 alongside their bestselling Day Dew Sunscreen SPF 50. The event reimagined sunscreen as an essential part of the morning routine. Visitors enjoyed interactive experiences including:
- An exclusive collaboration with Matchaful featuring a ‘Rice Milk Green Tea Latte’
- Product testing zones
- Instagram-worthy photo opportunities
Sephora Times Square also participated with a mini grocery installation and special gifts for product purchases.
Following this New York success, Beauty of Joseon plans to roll out additional global campaigns and expand distribution partnerships in key markets including Europe and Southeast Asia, using North America as its strategic base. The brand, founded in 2019, has become known for fusing traditional Joseon Dynasty beauty rituals with modern skincare science.