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Search for “sunscreen” on TikTok, and one name is bound to come up: Beauty of Joseon.
A seven-year-old skincare brand based in Seoul, the label is featured in 16 of the top 20 videos about sunscreen on the platform; the hashtag for the brand name has 1.7 billion views. Beauty of Joseon has been on an upward climb: It grew revenue from just $83,000 in 2020 to $116.7 million in 2023 and estimates it will reach $250 million this year, exceeding the forecasts of top M&A targets like Summer…
