Beauty of Joseon launches Dayscreen SPF 30 with Peggy Gou ambassador campaign + NYC Sephora pop-up

Beauty of Joseon's second US-market SPF format ($20) launched April 7, 2026 with DJ Peggy Gou as the face of the campaign, followed by a dedicated Sephora SPF pop-up in NYC in early May. Together with Day Dew (July 2025), the brand now holds two SPF tiers in the same 600-door Sephora footprint — an unusually fast multi-SKU cadence for an indie K-beauty entrant.