Beauty of Joseon Posts Record One-Day Sales in Britain

Korea Herald reports Beauty of Joseon hit its best-ever single-day UK sales during the first TikTok Shop event dedicated to K-beauty.

South Korean skincare brand Beauty of Joseon says it achieved its best-ever one-day sales result during K-Beauty Super Brand Week on TikTok Shop in the United Kingdom, according to Korea Herald reporting carried by ua.news. The event ran on September 12–13 and was the country's first TikTok Shop presentation dedicated to Korean cosmetics. The brand, operated by Goodai Global, drew the strongest interest in sunscreen products and other skincare items during the brand week.

The surprise is the scale: Korea Herald reports that the brand's highest one-day sales figure during the event was four times higher than its average sales level from the beginning of 2026 through August. For a devoted beauty reader, the takeaway is that live-commerce is now a proven sales channel for Korean skincare in Britain, not just a novelty format.

Beyond the headline number, the brand's presence in British retail gives the result staying power. ua.news, citing Korea Herald, notes that Beauty of Joseon products are available in more than 2,000 stores of leading UK beauty retail chains, including Boots, Superdrug, Marks & Spencer and Space NK. That means the TikTok Shop spike landed on top of an already broad shelf presence, letting viral interest convert into repeat retail purchases rather than a one-off online spike.

The result lands as Korean beauty's mainstream push in the UK and US accelerates. NBC News's NBC Select reports that early October Prime Day beauty deals already include popular K-beauty brands on sale, with discounts of up to 26% on Medicube — another K-beauty label the outlet names among its favorite brands — ahead of Prime Big Deal Days starting October 6. NBC Select adds that it only included deals at least 20% off, at their lowest price in three months, and rated 4.0 stars or higher.