Beauty of Joseon TikTok Influencer Content Creation Campaign
Beauty of Joseon TikTok Influencer Content Creation Campaign
House of Marketers engineered Beauty of Joseon’s rise to category dominance, transforming the brand into the #1 Best-Selling sunscreen across Amazon and Sephora through a top-tier, authority-led K-beauty influencer strategy in the US and UK.
OUR CLIENT
Beauty of Joseon
Beauty of Joseon (BOJ) is a K-beauty skincare brand rooted in traditional Joseon Dynasty philosophy, reimagined through modern, science-led formulations and education-first routines.
OUR CLIENT
Beauty of Joseon
Beauty of Joseon blends historic Korean skincare wisdom with modern dermatological science. Known for minimalist routines, ingredient transparency, and clinical credibility, the brand has become one of the most influential K-beauty names in Western markets.
With the explosive rise of its Relief Sun: Rice + Probiotics, BOJ needed to do more than go viral – They needed to turn momentum into market dominance! And we helped them achieve this.
The Problem
Beauty of Joseon wanted to scale rapidly across the US and UK. Here, the brand faced the challenge of converting viral product momentum into sustained category leadership within the highly competitive sunscreen market.
While early traction demonstrated strong product-market fit, long-term success required a strategy that could:
- Establish credible authority in Western markets dominated by legacy SPF brands
- Maintain consistent demand beyond short-term viral spikes
- Translate education-led positioning into repeatable commercial performance
To succeed, Beauty of Joseon needed a creator strategy capable of supporting long-term growth, retail expansion, and brand trust, not just awareness.
Target audience
The campaign targeted Gen Z and Millennial skincare consumers in the US and UK who actively use TikTok as a primary research and discovery platform for beauty products.
The campaign focus was on reaching:
- TikTok-first skincare buyers who rely on creator education before purchasing
- Consumers familiar with K-beauty principles and ingredient-led formulations
- Audiences seeking dermatologist-validated, routine-based SPF recommendations
- Buyers willing to invest in premium skincare when credibility and efficacy are clear
This audience required content that balanced education, authority, and trust, rather than short-term promotional messaging, to support sustained purchase behaviour and long-term brand growth.
Our Approach
House of Marketers conducted a top-tier (Creators with 1M+ followers), authority-led influencer content creation campaign built on monthly, high-impact collaborations with a strategically-selected group of leading beauty creators and celebrity dermatologists across the US and UK.
The strategy was designed to translate Beauty of Joseon’s traditional Joseon Dynasty philosophy into a modern, education-led TikTok narrative, with Relief Sun: Rice + Probiotics positioned as the core hero product driving sustained awareness, trust, and category leadership.
Rather than relying on high-volume creator output, the approach prioritised:
- Long-term partnerships with top-tier creators to ensure consistency and exclusivity
- Monthly campaign moments to maintain sustained visibility and recall
- Education-first content focused on ingredients, formulation, and routine integration
- Paid amplification of high-performing assets to maximise reach and memorability
Results
Through a structured, authority-driven influencer strategy, House of Marketers delivered measurable commercial and brand impact for Beauty of Joseon across Western markets.
Campaign outcomes included:
- #1 best-selling sunscreen on Amazon and Sephora
- 500% year-over-year sales growth across the US and UK
- 10× increase in social mentions, reflecting sustained brand demand
- 23-point lift in ad recall, indicating strong brand memorability
