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- Signals
Beauty of Joseon and Salt & Stone Land at Sephora at Kohl's. The Clean Shelf Is Widening at Mass.
Iris Halberg · Retail SignalsBuried beneath MAC and YSL in Kohl's spring announcement: two brands with proven Amazon and Sephora velocity moving into 850 mass-accessible doors. The retailer is following demand, not curating philosophy.
Sephora at Kohl'sBeauty of JoseonSalt & Stonemass distributionOpen → - Founders
Sumin Baek
Beauty of Joseon · Seoul, South KoreaHeritage is only credible if the laboratory can validate the historical question.
Beauty of JoseonIndependent; founder-led with a senior CEO who appears in international press.Open → - Products
Day Dew Sunscreen SPF 50
Beauty of Joseon · Clean SkincareFDA-reformulated replacement for the iconic Relief Sun, developed specifically for the US market after MoCRA/FDA UV filter rules ruled out the Korean formula. Launched alongside Beauty of Joseon's entry into 600 US Sephora doors on July 17, 2025 — the brand's first major US retail channel, priced at $18 to undercut La Roche-Posay Anthelios on price while competing on formulation experience. Structural read: the first clean-positioned K-beauty SPF to enter Sephora at mass scale.
Beauty of JoseonAccessibleOpen → - Products
Dayscreen Moisturizer SPF 30
Beauty of Joseon · Clean SkincareSecond US-market SPF format from Beauty of Joseon in under a year, launched April 2026 at $20 with DJ Peggy Gou as ambassador and a NYC Sephora pop-up in May. Signals the brand is treating Sephora not as a single-SKU pilot but as a multi-format channel build. Together with Day Dew, Beauty of Joseon now holds two US SPF tiers in the same prestige door — an unusually aggressive cadence for an indie K-beauty entrant.
Beauty of JoseonAccessibleOpen →