Korean skincare brand Beauty of Joseon presents a unique pop-up experience! Designed to spotlight the brand’s new Dayscreen Moisturizer SPF 30 alongside the bestselling Day Dew Sunscreen SPF 50, the activation reimagines sunscreen as an essential part of everyday morning routine – as intuitive and habitual as picking up daily groceries. The initiative reflects a broader effort to offer one daily routine with two SPF choices, tailored to different lifestyles and individual skincare needs.

Highlights:

• Grocery Entrance Zone – Visitors are welcomed into the supermarket-inspired space
• SPF Aisle – Visitors can test Beauty of Joseon’s two signature sunscreens in one place
• Drink Tasting zone – Visitors can enjoy an exclusive BOJ x Matchaful ‘Rice Milk Green Tea Latte’
• Photo Zone – An outdoor cart setup designed for sharable moments
• Collaboration with Sephora (only on 5/8) – After visiting the pop-up, visitors can redeem their free miniature Dayscreen Moisturizer
• SPF 30 sample attached to a norigae-inspired keyring when visiting Sephora Times Square store.

Beauty of Joseon Pop-Up Details