Beauty moves through communities, not ads. Eighteen events, five run crews, and our first two member Drops — NYC and LA — all in one season. Pull up.
Recap
OCT
18
One hundred MEDIHEAL recovery bags at Love Hour — PDRN and Madecassoside masks, a sun-serum mini, and toner-pad sachets — plus the backpack sun-serum sprayer making its K-town debut. August’s takeover is officially a residency.
Recap
OCT
17
LA’s turn: the Mamas ran a 72-hour window across three kits, topped by the REJURAN-anchored Private Reset at $119. Every kit shipped to the door — and the reorder requests started before the window closed.
Recap
OCT
10
Our first member Drop went to NYC: a survey-built lineup, one code, and a 36-hour window across three kits at three price levels ($59 / $69 / $89). Answer four questions, unlock, check out — community commerce, end to end, shipped to the door.
Recap
SEP
28
Two weeks, multiple chapters, thousands of stroller bags. The Lesstopy × Heveblue fall rollout wrapped October 11 — host moms posted every route, and the 0-month+ barrier cream became the most-asked-about sample of the season.
Recap
SEP
20
Three sessions, 200-plus dogs and their people. The charity Sunday wrapped the Beauty of Joseon tour — SPF for the humans, adoption fees covered by the booth, and the display stock went straight to the shelter raffle.
Recap
SEP
13
The flagship. Cold plunges at Colony, third-wave coffee, and the full Beauty of Joseon shade wall on the boardwalk — the largest stop of the sampling series closed out the tour with lines before 8AM. If you left with your shade, post it to the community feed.
Recap
SEP
12
A 9AM morning social at Wren, Costa Mesa — matcha, goodie bags, and daylight shade-matching for a room full of first-time K-beauty buyers. The 20s crowd's verdict is all over the community tab.
Recap
SEP
8
785 sampling bags moved through LMU in one morning — samples, leaflets, keychains, hand-to-hand by the Campus Swarm ambassadors. Gen Z met its first sunscreen shade between classes.
Recap
SEP
6
Ranch Reset at Gibson Ranch: horseback, sound baths, cold plunges — and our vendor booth handing out post-plunge recovery. Western wellness and K-beauty turn out to be neighbors.
Recap
SEP
3
The branded cart rolled into Thursday Night Skate. Two hours on wheels, one SPF bar, and tint swatches that survived helmets, sweat, and at least one bail. On-wheel content is live on the crew's channel.
Recap
AUG
30
girlgroup LA's Wilshire social sold out its RSVP list — a beauty table, app-side offers, and a room of girl's girls trading shades. Smallest footprint of the tour, densest feedback.
Recap
AUG
28
Brunch at Eagle Rock with Fashion Mamas — member gifting and shade-matching for a room whose combined reach clears twenty million. The UGC found us before we'd packed the cart.
Recap
AUG
—
Instead of one venue, we went to 25 doorsteps. Chapter leads of The Mom Walk Collective — from Torrance to Temecula — each received a curated Beauty of Joseon kit to walk, wear, and review with their local groups. The shade feedback goes straight into what we stock.
Recap
AUG
15
Run Club Girls closed our MediHeal run-crew series at Ubuntu Café — a women's-first morning with post-run kits and a 30-day challenge tie-in brewing for fall. Five crews, five formats, one very consistent verdict on the pads.
Recap
AUG
9
Venice's Saturday-morning crew runs to Guisados and stays for the horchata. We met them at the finish with MediHeal recovery kits — the easiest yes of the summer, and proof the local-café run format converts.
Recap
AUG
2
LA's biggest run club (IG 44K) gave us five hours at the LINE — run, recover, restock. Post-run recovery kits all afternoon and the strongest single-day community turnout of the summer. The case for a monthly residency made itself.
Recap
JUL
18
Same morning, different crew. 100 runners from the Latina Baddie Run Club got the MediHeal treatment: sun serum minis, blemish-repair masks, 14-pad sachets of the tea tree, PDRN and collagen toner pads, and eye-ampoule patches to close.
Two run crews, one Sunday, 350 kits packed and handed off from our Buena Park warehouse.
Recap
JUL
13
Our biggest run-club gifting to date. 250 finishers each left with a full MediHeal recovery kit: the Madecassoside Sun Serum mini, a Madecassoside Blemish Repair sheet mask, a 7-pad sampler of the second-generation toner pads — collagen firming, PDRN lifting, vitamin C toning, hyaluronate, phyto-enzyme, tea tree, madecassoside — and a collagen eye-ampoule patch, retinol or vita, drawn at random.
The pads people reordered afterward went straight into the shop. That's the flywheel working.
Recap
JUN
13
Coffee & Chill traded the cafe for the coast. Sunrise on the Venice boardwalk, a third-wave coffee cart, and a free SPF bar matching the community to Korean mineral sunscreens. The first 150 beach kits went in under an hour — and the SPF reorders told us exactly what to bring back for the September series.