Beauty of Joseon is collaborating with retailer Sephora to host a pop-up event in New York, US, to highlight two of its SPF launches.
Taking place on 7 and 8 May, the activation in Times Square Plaza invites visitors into a supermarket-inspired space where they can experience and explore the sunscreens through a lifestyle-driven, experiential format.
Beauty of Joseon brand ambassador Peggy Gou is also set to make an appearance at the pop-up event.
“The pop-up introduces Beauty of Joseon’s new Moisturizer with SPF, alongside our existing Day Dew Sunscreen, showcasing the evolution of the range through both performance and sensorial innovation,” a spokesperson for the brand told Cosmetics Business.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
“With strong trust already established within our community, this moment focuses on deepening that relationship by highlighting an upgraded texture and ultra-lightweight barely-there finish that makes daily SPF application feel seamless and enjoyable.”
Visitors to the grocery-inspired pop-up will be able to take part in photo moments, alongside guided discovery and the chance to
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.