Designer, entrepreneur, mother, and style icon Sandy Liang is redefining what it means to be a “busy girl.” Now, she’s the face of Beauty of Joseon’s first-ever tinted mineral sunscreen—a product built for real life, multitasking, and minimalist beauty. Blending heritage skincare wisdom with contemporary hustle, Liang brings her signature ease and authenticity to a campaign that celebrates doing more with less. In the heart of New York City, Sandy Liang’s name is practically synonymous with downtown cool. The Queens-born designer has carved out a distinct space in fashion with her dreamy-yet-functional clothes, nostalgic influences, and cult-favorite accessories. But as her life has evolved—marriage, motherhood, and managing a growing brand—so too has her beauty philosophy. These days, simplicity and efficiency reign supreme. So when Korean skincare darling Beauty of Joseon tapped Liang to front the campaign for its new Daily Tinted Fluid Sunscreen SPF 40, it felt like a perfect match.
A sunscreen built for real life
The Daily Tinted Fluid Sunscreen is Beauty of Joseon’s first mineral-based SPF, and it reflects the same thoughtfulness that fans have come to expect from the brand. Available in 12 flexible shades, the formula is lightweight, breathable, and enriched with skincare ingredients like olive-derived squalane, rice extract, and oil-controlling silica. Unlike many traditional sunscreens, it doesn’t leave a chalky cast or sticky finish—just a soft, natural glow that blends seamlessly into a daily routine.
“I first found out about Beauty of Joseon’s sunscreen after watching a vlog on YouTube about different types of sunscreen,” Liang explains. “This dermatologist I follow was essentially saying it was great. I decided to try it and fell in love—I’m a very avid sunscreen user, have been ever since late high school.”
Liang was already a longtime fan of the brand before stepping in front of the camera. “My husband and I have been using it religiously for around three years,” she says. “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.’”
The “busy girl” beauty routine
True to the campaign’s name, Liang’s approach to skincare and makeup is both practical and intuitive. Most mornings, she skips cleanser and rinses with water before applying a vitamin C serum followed by sunscreen. Depending on the day, she alternates between Beauty of Joseon’s Daily Relief or the new Daily Tinted Fluid formula.
“Straight up fingers; I’m just very easy,” she says of her application method. “I get somewhere where I can see myself, and I just slather it all on.”
Her go-to daytime look is minimalist and polished. After sunscreen, she’ll add blush, fill in her brows, swipe on eyeliner and mascara, and finish with Charlotte Tilbury’s Pillow Talk Matte Revolution lipstick in Medium. If time allows, she may add a hint of eyeshadow or even a tiny rhinestone beneath her lash line—a nod to the playful aesthetic that defines her fashion work.
A designer who lives her brand
Liang’s personal brand has always been about nostalgia meeting modernity—Mary Janes and fleece, ribbons and slick tailoring, childhood memories reimagined for grown-up wardrobes. That same sensibility comes through in her partnership with Beauty of Joseon, a brand that blends traditional Korean skincare ingredients with contemporary formulas that suit today’s fast-paced lifestyles.
“Sandy, and the world she lives in as a designer, creator, businesswoman, mom, and more, felt like such a natural fit for our campaign,” says Sumin Lee, co-founder of Beauty of Joseon. “She is a multihyphenate powerhouse and such an inspiration to me personally and to so many other women who are trying to do it all.”
That admiration runs both ways. Liang credits the brand for making SPF feel approachable and even luxurious, something she looks forward to using every day rather than a chore to check off. And in a beauty landscape often dominated by multi-step, hour-long routines, she’s proof that simplicity can be both beautiful and effective.
Skincare with intention
For Liang, beauty isn’t about perfection—it’s about making small, consistent choices that support her lifestyle and values. The Daily Tinted Fluid Sunscreen fits seamlessly into that philosophy. “It feels like skincare, looks like a tint, and protects with SPF,” Lee adds. “It’s perfect for any busy routine.”
As the face of the campaign, Liang offers more than just influence—she offers authenticity. She’s not pretending to have endless time or a professional glam squad on call every morning. What she does have is a well-honed sense of self and the tools that help her feel confident, protected, and ready for whatever the day brings. “I’m just doing my best,” Liang says with a smile. And in today’s world, that’s more than enough.
