House of Marketers, a global TikTok Marketing Agency, partnered with Beauty of Joseon to execute a top-tier K-beauty TikTok influencer campaign across the US and UK, transforming the brand into the #1 bestselling sunscreen across Amazon and Sephora.
Through an authority-led, education-first influencer strategy, House of Marketers helped Beauty of Joseon convert viral momentum into sustained category leadership. The campaign delivered 500% year-on-year sales growth, significant brand recall uplift, and supported successful retail expansion into Sephora and Cult Beauty.
Read the Beauty of Joseon K-Beauty TikTok Influencer Case Study here
The Challenge: Turning Viral Momentum Into Category Ownership
Beauty of Joseon entered Western markets with strong early traction, driven by the rapid viral success of its hero product, Relief Sun: Rice + Probiotics. However, the challenge was not awareness. It was scale.
To achieve long-term success in the highly competitive US and UK sunscreen markets, the brand needed to:
- Establish credible authority against legacy SPF brands
- Maintain demand beyond short-term viral spikes
- Translate education-led positioning into repeatable commercial performance
House of Marketers was tasked with building a strategy that could support category leadership, retail expansion, and sustained trust, not just visibility.
The Strategy: Authority-Led K-Beauty Influencer Marketing on TikTok
House of Marketers designed a top-tier, authority-led TikTok influencer strategy rooted in education, consistency, and credibility.
Rather than relying on high-volume creator output, the approach focused on carefully selected leading beauty creators and dermatology-led experts, ensuring Beauty of Joseon was consistently associated with trusted voices in skincare education.
The strategy centred on:
- Long-term partnerships with top-tier creators, reinforcing consistency and authority
- Monthly campaign moments to maintain sustained visibility and recall
- Education-first content, focused on ingredients, formulation, and routine integration
- Strategic amplification of high-performing content to maximise memorability
This framework allowed Beauty of Joseon to translate traditional Joseon Dynasty skincare philosophy into a modern, TikTok-native narrative that resonated with Western audiences.
Campaign Outcomes
The campaign delivered measurable commercial and brand impact across Western markets:
- #1 bestselling sunscreen on Amazon and Sephora
- 500% year-on-year sales growth in the US and UK
- 10× increase in social mentions, reflecting sustained category demand
- 23-point lift in ad recall, indicating strong brand memorability
Beyond digital performance, the campaign supported Beauty of Joseon’s successful transition from viral product to category-leading brand, reinforcing its premium positioning across both e-commerce and retail.
Why It Matters for K-Beauty Brands
Beauty of Joseon’s growth highlights a critical shift in beauty marketing.
Sustained success on TikTok is no longer driven by one-off virality. Brands that achieve category leadership do so by pairing top-tier influencer authority with education-first storytelling and consistent presence.
For K-beauty brands entering Western markets, influencer marketing is not just a discovery channel. When executed correctly, it becomes a long-term engine for brand authority, retail expansion, and sales growth.
About House of Marketers
House of Marketers is a global TikTok marketing agency founded by early TikTok employees and official TikTok partners. The agency specialises in TikTok influencer marketing, creator-led strategy, UGC production, and multi-market social campaigns for fast-growing brands across beauty, fashion, technology, and lifestyle sectors.
Learn more at houseofmarketers.com
Press Contact
House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.