Beauty of Joseon TikTok influencer content creation campaign

Beauty of Joseon, a K-beauty skincare brand expanding internationally, needed to turn niche K-beauty credibility into mainstream consumer demand in Western markets, in a crowded sunscreen category. That credibility carries weight with enthusiasts but does not automatically transfer to mainstream Western shoppers choosing a sunscreen, and sunscreen conversation on TikTok is highly competitive and fast-moving, making sustained attention hard for a new international entrant. The insight was that the brand needed trusted creator voices to carry its story rather than introducing itself cold.

House of Marketers produced and distributed influencer-generated content on TikTok as the primary channel, building creator-led videos designed to drive brand recall and purchase intent at the same time and reaching mainstream beauty audiences beyond the brand's existing niche following. The agency's page does not describe a specific participation mechanic or disclose the creator count.

The approach worked, in the agency's account, because niche credibility can be converted into mainstream demand when carried by trusted creators, and centring a single platform where the category conversation already lives can outperform spreading across channels. Activity ran on TikTok. House of Marketers reports a 23-point ad recall lift, a 10x rise in social mentions, 500% year-over-year sales growth and the #1 best-selling sunscreen rank on Amazon and Sephora. Every figure comes from the agency's own page, the sales and ranking outcomes are brand-level results the source does not isolate from other expansion factors, and none is independently verified.