Sandy Liang Is the Face of Beauty of Joseon’s First Tinted Mineral Sunscreen
The New York designer’s busy lifestyle helped inspire the viral brand’s new SPF campaign
by Tiffany Dodson Davis, originally published in Harper’s Bazaar.
* The following article is a collaboration between Harper’s Bazaar and Beauty of Joseon. It first appeared on Harper’s Bazaar and is shared here with their permission. For the original article, visit Harper’s Bazaar.
As a Queens native, designer Sandy Liang is no stranger to the sometimes chaotic pace of keeping a New York City lifestyle. A flourishing designer, wife, and mother, Liang has a jam-packed schedule that shows no signs of slowing down, which is one reason she’s intentional about streamlining her beauty routine. “I live and die by my Google calendar,” Liang tells Bazaar. “If you’re not on my Google calendar, then I’m not seeing you.” Her nonstop agenda is also why the designer was the perfect choice to lead Beauty of Joseon’s Busy Girl campaign as the face of its highly versatile SPF, the Daily Tinted Fluid Sunscreen SPF 40.
“I first found out about Beauty of Joseon’s sunscreen after watching a vlog on YouTube about different types of sunscreen, and this dermatologist I follow was essentially saying it was great,” Liang explains over Zoom. “I decided to try it and fell in love—I’m a very avid sunscreen user, have been ever since late high school—and now my husband and I have been using it religiously for around three years. When the opportunity came about to do something with them, I said, ‘Well, I’m such a huge fan, it just makes sense for us to do something together.’ ”
Beauty of Joseon’s no-fuss Daily Fluid Tinted sunscreen is available in 12 shades, with a buildable, flexible formula that provides natural-looking coverage and glow. It’s also completely mineral-based, thanks to the incorporation of non-nano zinc oxide. It also features olive-derived squalane for hydration and skin barrier support, rice extract to brighten and soothe, and mineral pigments for a subtle tint. And, as a skincare bonus, the SPF also includes oil-balancing ingredients, like silica, to help control shine throughout the day.
“We’ve nailed the chemical SPF formula, with more than 18 million units sold. With that experience and loyalty in the category, we wanted to create a formula for anyone who prefers a mineral option,” Sumin Lee, cofounder of Beauty of Joseon, says. “Our goal was to create something that didn’t feel—or look!—like traditional sunscreen. DTFS looks like a tint, feels like skincare, and protects with SPF, perfect for any busy routine.”
