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Sumin Lee

Founder of Beauty of Joseon, a K-beauty brand experiencing significant growth in the US market. She discusses the brand's success, particularly its popular sunscreens, and its expansion strategy.

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Dec 5, 2024 • 48min

Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea

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.