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.