Beauty of Joseon, the cult-favorite Korean skincare brand inspired by traditional recipes from the Joseon Dynasty, has officially appointed Peggy Gou—internationally celebrated DJ, music producer, and cultural icon—as its very first global ambassador.
This partnership isn’t just about beauty products—it’s about identity, heritage, and the way Korean culture is shaping the global stage. By merging timeless skincare traditions with Peggy Gou’s modern influence, the collaboration reflects how K-beauty and Korean creativity continue to redefine beauty, fashion, and music worldwide.
A London Takeover: Where Heritage Meets Modern Icons
The campaign launches with a four-week OOH (out-of-home) media takeover across central London, beginning 11 August. The brand will light up Piccadilly Circus, Oxford Circus, and Covent Garden, among other iconic spots, with striking visuals that showcase Peggy Gou as the new face of Beauty of Joseon.
These prime locations ensure maximum visibility—not only among London’s diverse audiences but also across the millions who pass through the city during peak summer travel. It’s a bold statement, signaling that Beauty of Joseon is ready to scale globally with as much force as Peggy Gou’s own meteoric rise.
Peggy Gou: More Than Music
Peggy Gou is far more than a DJ. She’s a global cultural force, blending music, fashion, and lifestyle into a movement of her own. From headlining international festivals to front-row appearances at fashion week, Gou has established herself as a symbol of modern Korean creativity.
By tapping into her influence, Beauty of Joseon positions itself alongside a figure who resonates with both younger audiences and established tastemakers. For the brand, Gou embodies a bridge between past and present, just as Beauty of Joseon does with its blend of historical Korean skincare wisdom and modern science.
Beauty of Joseon: Rooted in Tradition, Driven by Innovation
Founded on the principles of hanbang (traditional Korean herbal medicine), Beauty of Joseon has built its reputation around natural, heritage-inspired formulations. Hero products like the Relief Sun: Rice + Probiotics and the Glow Serum have become global bestsellers, praised for their efficacy and authenticity.
Unlike many skincare brands that focus solely on innovation, Beauty of Joseon emphasizes cultural storytelling, reminding consumers that beauty rituals are part of Korea’s history and identity. This approach makes Peggy Gou the perfect partner—she, too, tells Korea’s story on a global scale, whether through her beats or her boundary-pushing personal style.
Why This Partnership Matters
The appointment of Peggy Gou as global ambassador isn’t just about celebrity endorsement—it’s about cultural cachet. Beauty of Joseon is signaling its ambition to compete on a global stage while staying rooted in its Korean heritage.
By aligning with Peggy Gou, the brand achieves three goals:
- Global Expansion – Reaching new audiences in Europe and beyond, starting with London.
- Cultural Storytelling – Connecting skincare rituals from the past with modern creative icons.
- Authenticity & Innovation – Positioning Beauty of Joseon as more than a skincare brand: a symbol of Korean tradition reimagined for the world.
As K-beauty continues its unstoppable global rise, this collaboration highlights a new chapter—where heritage brands don’t just sell products, but share cultural identity with a global audience.
The Bigger Picture: K-Beauty and Global Influence
The rise of K-beauty has paralleled the global success of K-pop, K-dramas, and Korean fashion. Consumers worldwide are increasingly drawn to products and icons that feel authentic, story-driven, and culturally rich.
Peggy Gou embodies this cultural momentum. Just as Beauty of Joseon preserves and modernizes Korean traditions, Gou translates her heritage into something the world can dance to. Together, they redefine what it means to be Korean and global at the same time.