Beauty of Joseon introduces Peggy Gou as the face of its latest campaign, “Not Our First Rodeo,” launched alongside the Day Dew Sunscreen and the brand’s entry into the U.S. market via Sephora. The campaign uses equestrian-inspired visuals and Gou’s signature aesthetic to mark the brand’s shift toward international visibility.
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Known for her presence in both music and fashion, Gou joins Beauty of Joseon as global ambassador. The campaign positions her in carefully styled horse-girl looks that reflect a mix of sharp edges and soft textures, an approach that mirrors the brand’s design of its new SPF.
Drawing from Gou’s on-stage persona, the visuals maintain a focus on skin rather than surface styling. Her involvement ties into the sunscreen’s core attributes: hydration, lightweight texture, and everyday performance. Gou appears as both muse and match for the Day Dew’s message.
Priced at $18 USD, the sunscreen is now available on Sephora’s website, joining the brand’s broader lineup of moisturizers and serums. Beauty of Joseon continues to draw attention for its focus on traditional Korean ingredients and formulas designed around comfort and skin clarity.
The new campaign keeps the spotlight on presence, tone, and clarity. With Peggy Gou leading the visuals, Beauty of Joseon enters a broader conversation, shaping its message for a wider audience without losing its core identity.
