Beauty of Joseon Appoints DJ Peggy Gou as Worldwide Ambassador

Beauty of Joseon has appointed South Korean DJ and producer Peggy Gou as their Global Ambassador to enhance brand growth. The partnership is seen as a natural fit between two influential Korean entities that have successfully bridged Eastern and Western cultures. Gou, celebrated for her music hits like ‘(It Goes Like) Nanana,’ will spotlight the brand’s Korean heritage and aid in expanding its global community. The announcement highlighted her cultural influence, noting her unique style and vision in bringing Korean beauty to a worldwide audience.

An out-of-house campaign will be launched across London from 11 August, featuring prominent locations such as Leicester Square and Piccadilly Circus during a four-week period. Beauty of Joseon, founded in 2019 by Sumin Lee, blends traditional beauty rituals of the Joseon Dynasty with modern science. Other beauty brands like Kiehl’s and Rimmel London are also turning to music collaborations for brand enhancement.