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TikTok’s Hit Korean Sunscreen Brand Makes Big US Push

Influencers are obsessed with it. Congresswoman Alexandria Ocasio-Cortez called it her “ride-or-die” sunscreen. Its hero product’s active ingredient isn’t quite legal yet, but TikTok phenomenon Beauty of Joseon is touching down in the US for the first time.
Models holding bottles of Beauty of Joseon sunscreens.
Beauty of Joseon sunscreens. (Beauty of Joseon)

Search for “sunscreen” on TikTok, and one name is bound to come up: Beauty of Joseon.

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Further Reading

What’s Hot in Sunscreen Now

Years into SPF’s beauty-fuelled reinvention, new trends are still emerging, from the growing popularity of foreign formulas to innovations in texture.

How TikTok Brought Back K-Beauty

While the K-beauty craze of the 2010s has waned in recent years, brands and retailers are seeing renewed interest in South Korean beauty.

About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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