South Korean skincare brand Beauty of Joseon will officially launch in Sephora stores across the U.S. on July 17. Its products will be available both online and in 600 physical locations nationwide, covering a wide range of categories including cleansers, toners, moisturizers, serums, masks, and sunscreens. This marks the brand’s first entry into a major U.S. retail channel, following viral success on TikTok with its Relief Sun sunscreen. Beauty of Joseon projects its revenue will reach $250 million this year.