Korean Beauty brand, Beauty of Joseon has appointed PURPLE as its USA and UK communications agency, marking a strategic step in accelerating the brand’s growth and cultural relevance within the both markets.

As part of an integrated PR campaign, PURPLE will lead Beauty of Joseon’s UK media strategy, supporting upcoming product launches, creative partnerships and brand-led events. The agency will focus on strengthening media relationships, building brand authority and amplifying Beauty of Joseon’s position as a clinically backed leader within the K-beauty category.

Beauty of Joseon blends traditional ingredients inspired by the Joseon Dynasty with modern formulations. The brand is stocked by major UK retailers including Boots, Space NK and Sephora.