Peggy Gou stars in Beauty of Joseon’s new global campaign with a look inspired by equestrian aesthetics

Peggy Gou joins Beauty of Joseon as global ambassador in a campaign that blends Korean beauty and equestrian style.

Renowned South Korean DJ and producer Peggy Gou is the new global ambassador for the Korean cosmetics brand Beauty of Joseon. Known for her cutting-edge style and international influence in the music industry, Gou leads the brand’s latest advertising campaign titled “Not Our First Rodeo,” a strategy that not only introduces a new product but also marks the beginning of a new phase of global expansion for the brand.

Beauty of Joseon, popular for its minimalist formulas inspired by traditional Korean medicine, chose Peggy Gou for her strong cultural presence and her ability to connect with diverse audiences. The campaign combines elements of contemporary equestrian aesthetics with the dark feminine style that has defined the artist’s public image, creating a powerful visual universe aligned with the brand’s values: authenticity, simplicity, and sophistication.

The star of the launch is the Day Dew Sunscreen SPF 50, a sunscreen that offers high broad-spectrum protection against UV rays while providing hydrating benefits and a natural luminous finish. Its lightweight formula includes key ingredients such as hyaluronic acid and niacinamide, allowing it to care for and protect the skin without leaving a heavy residue. This product is designed to seamlessly fit into any skincare routine, even in warm climates or demanding urban environments.

With an affordable price of $18, Day Dew Sunscreen is now available for purchase on Sephora’s website, alongside the rest of Beauty of Joseon’s product line, which has achieved cult status among skincare enthusiasts. The partnership with Sephora in the United States consolidates the brand’s commitment to international expansion and strengthens its presence in the competitive global beauty market.

The collaboration with Peggy Gou not only highlights a standout product but also positions Beauty of Joseon as a culturally relevant brand capable of uniting tradition and innovation in a modern, aspirational format. This campaign promises to capture the attention of new consumers and strengthen the loyalty of those who already trust the Korean brand’s skin-first philosophy.