Peggy Gou for Beauty of Joseon's Latest Dayscreen Moisturizer

Beauty of Joseon has built its appeal on a very particular blend of old and new, Korean heritage translated through modern skin sensibility, and the brand described her appointment last year as a natural alignment between "two Korean powerhouses" bridging East and West. Peggy has done exactly that across music, fashion, and beauty, with earlier ambassador roles.

Peggy’s image has always balanced polish with motion; she is someone who actually needs skincare to keep up with airports, festivals, late nights, and daylight. Dayscreen’s no-white-cast, sensitive-skin-friendly pitch lands right inside that mood. The formula folds together green tea, hyaluronic acid, ceramide, and broad-spectrum protection in a way that feels lighter, and embedded into your skin.

In the campaign, Gou also shares that she starts her mornings with green tea for circulation and rejuvenation, which gives the product’s green tea angle a more personal connection.

The campaign gives Beauty of Joseon a globally legible face for a category it already does exceptionally well, and it lets Peggy front a version of beauty that feels practical, modern, and on-the-go convenient.