The Glossy Beauty Podcast
Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea
Dec 5, 2024
Sumin Lee, founder of Beauty of Joseon, shares insights on her K-beauty brand's explosive growth in the U.S., notably through social media. She highlights the remarkable success of their lightweight sunscreen, praised for its innovative SPF filters and affordability. Lee discusses the brand's strategic expansion into retail, partnerships with influencers, and the ongoing battle against counterfeit products. With roots in traditional Korean ingredients, Beauty of Joseon is captivating a new generation of beauty enthusiasts, both online and offline.
48:10
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Beauty of Joseon's rise in the U.S. market is attributed to innovative marketing on platforms like TikTok, attracting a younger demographic.
- The brand’s focus on traditional Hanbang ingredients, combined with affordability, differentiates it in a competitive skincare industry.
Deep dives
The Rise of Beauty of Joseon
Beauty of Joseon is a Korean skincare brand that gained significant popularity in the U.S. market since its inception in 2019. The brand centers on Hanbang, a philosophy rooted in traditional Korean herbal medicine, utilizing ingredients such as ginseng and rice. In contrast to earlier Korean beauty trends, which focused on items like sheet masks, Beauty of Joseon represents what is being perceived as a second wave of K-beauty. This resurgence is largely attributed to the brand's innovative marketing strategy on platforms like TikTok, which has introduced their products to a new, younger consumer base who were not engaged in the first wave of K-beauty trends.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
