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

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

If you've scrolled TikTok lately, perhaps you've come across a sunscreen from K-beauty brand Beauty of Joseon. On the app, it's somewhat ubiquitous. Sumin Lee is part of a team that acquired the brand and totally reinvented it, introducing the version today's U.S. consumers know in 2019. In the five years since, it's become a hit, particularly for its sunscreens, including the Relief Sun Aqua-Fresh: Rice + B5 (SPF50+ PA++++). It not only uses advanced SPF filters that were previously unavailable in the U.S., but it's also relatively affordable, at $18. The brand has taken off not only on TikTok Shop but also on Amazon. Lee credits the sunscreen's success to both its super-lightweight texture and TikTok itself. The brand is formulated around "hanbang" ingredients, meaning the formulas feature traditional Korean herbs as key ingredients. On this week’s episode of the Glossy Beauty Podcast, founder Sumin Lee discusses the brand's exceptional popularity in the states, especially compared to Korea, its upcoming retail expansion in the U.S. and its strategy for combatting counterfeiters.

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What's new in beauty brick-and-mortar, why E.l.f. is getting backlash — Dr. Thomas Sterry on plastic surgery trends

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An insider’s guide to K-beauty’s US renaissance, plus industry news

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On this week’s episode of the Glossy Beauty Podcast, co-host Lexy Lebsack interviews co-host Sara Spruch-Feiner about her recent reporting on the topic, diving into what’s fueling K-beauty’s renewed p...

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TSG Group's Phlur acquisition, Shiseido's layoffs — and everything you should know about sunscreen in the US

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In this episode of the Glossy Beauty Podcast, board-certified dermatologist and Mohs surgeon Dr. Jane Yoo, and the Melanoma Research Foundation's director of advocacy, Kim Wezik, MPH, chat with Glossy...

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Beauty dupes have never been more popular. But is mimicking a competitor a sound business decision?   “This might surprise people, [but] dupes may not be illegal on their own," brand protection attor...

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Debut Biotech’s Joshua Britton on the breakthrough beetle pigment set to disrupt beauty, plus Amazon Prime sale news

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The female cochineal beetle may not be aware of it, but it owes a debt of gratitude to Joshua Britton. In February, Britton’s Debut Biotech unveiled a breakthrough set to disrupt how beauty produc...

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Unilever's acquisition, Glossier's CEO shakeup and Arrae's Siff Haider on predicting wellness trends

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In the big wide world of health and wellness, there is always a buzzword du jour. In the past couple months, you've likely heard buzz about gut health and GLP-1s, ingredients like creatine and colostr...

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