Beauty of Joseon was established to modernise traditional Korean skincare practices rather than replicate historical recipes verbatim. The company draws inspiration from the Joseon Dynasty (1392–1910), an era in Korean history distinguished by an emphasis on natural beauty, skin health and herbal remedies.

Women of the Joseon period typically valued clear, hydrated and healthy skin over decorative makeup. Beauty of Joseon reinterprets these historical concepts through modern cosmetic chemistry and clinically validated ingredients.4

A primary source of inspiration for the brand is Gyuhap Chongseo, a historical Korean encyclopaedia compiled in the early 19th century by Yi Bingheogak. This text contains practical knowledge for women covering:

• Skincare
• Herbal remedies
• Household management
• Clothing
• Childcare
• Health

Beauty of Joseon adapts these traditional practices into modern skincare formulations rather than copying historical recipes directly.5

The brand maintains that skincare should prioritise:

• Healthy skin over heavy makeup
• Gentle ingredients
• Long-term skin health
• Daily self-care rituals
• Effective formulations supported by modern research

Its mission is to develop products that are effective, gentle, accessible, suitable for most skin types and inspired by Hanbang traditions. The company also states that its products are developed without animal testing.6

Hanbang refers to traditional Korean herbal medicine. Unlike modern pharmaceuticals, Hanbang emphasises combinations of botanical ingredients believed to promote balance and overall wellness. Beauty of Joseon incorporates numerous Hanbang ingredients alongside established cosmetic actives to create products intended to support hydration, barrier health, brightening and anti-ageing.7

Ginseng

Ginseng is one of the brand’s signature ingredients and has been used in Korean herbal medicine for centuries. Its benefits include:

• Hydration
• Antioxidant support
• Improved skin elasticity
• Nourishment

Rice

Rice has long been associated with bright, smooth skin in East Asian beauty traditions. Beauty of Joseon uses rice-derived ingredients for:

• Hydration
• Skin softening
• Improving skin texture
• Enhancing radiance

Propolis

Collected by bees, propolis is known in skincare for:

• Soothing irritated skin
• Antioxidant protection
• Supporting the skin barrier

Green Plum

Green plum is used in both traditional Korean medicine and skincare. It is commonly included for:

• Gentle exfoliation
• Removing dead skin cells
• Refreshing oily skin

Red Bean

Red bean extract is rich in antioxidants and is often used in products intended to:

• Absorb excess oil
• Refine pores
• Gently exfoliate8

Beauty of Joseon offers products across a complete skincare routine, including:

• Cleansers
• Toners
• Essences
• Serums
• Eye creams
• Moisturisers
• Sunscreens
• Face masks
• Exfoliants

Relief Sun: Rice + Probiotics SPF50+

Arguably the company’s most famous product, this sunscreen is known for its lightweight texture, lack of white cast, moisturising finish and broad-spectrum SPF50+ protection. The product helped establish Beauty of Joseon as a major international K-beauty brand.9

Dynasty Cream

A moisturiser containing rice, ginseng and niacinamide, designed to provide hydration and support the skin barrier.

Glow Serum

This serum contains propolis and niacinamide and is marketed for brightening, calming redness and improving skin glow.

Revive Eye Serum

Featuring retinal and ginseng, this product is intended to help improve the appearance of fine lines and signs of ageing while remaining relatively gentle compared with stronger retinoid products.10

Red Bean Refreshing Pore Mask

Designed for oil control, gentle exfoliation and pore care.

Beauty of Joseon products generally emphasise:

• Fragrance-free or low-fragrance formulas
• Lightweight textures
• Sensitive-skin-friendly ingredients
• Balanced combinations of botanical extracts and scientifically studied actives

The company states that products undergo testing intended to help ensure they are suitable for a wide range of skin types.11

Although rooted in Korean traditions, Beauty of Joseon gained much of its recognition through international markets. Its rapid global growth has been driven by TikTok, Instagram, YouTube skincare creators, dermatologist recommendations and the increasing worldwide popularity of K-beauty.

The brand is especially well known in North America, Europe, Southeast Asia and Australia. Some online discussions note that its visibility has historically been stronger overseas than within South Korea, though this reflects community observations rather than official market data.12

Beauty of Joseon’s packaging is characterised by minimalist design, cream and white colour palettes, typography inspired by traditional Korean calligraphy and understated luxury. The branding aims to evoke Korean cultural heritage while maintaining a modern appearance.

Beauty of Joseon is widely regarded as one of the leading modern K-beauty brands, recognised for making Hanbang-inspired skincare approachable to an international audience. Editors and reviewers frequently highlight its combination of affordability, elegant formulations and effective daily-use products, particularly its sunscreens and barrier-supportive skincare.13

1. About Us – Beauty of Joseon
2. Get to Know Beauty of Joseon | Beauty of Joseon Blog
3. Beauty Of Joseon Story – Beauty of Joseon
4. About Us – Beauty of Joseon
5. A Definitive Ranking of the 7 Best Beauty of Joseon Skincare Products
6. This $17 Eye Cream From a K-Beauty Brand Made Shoppers’ “Crow’s Feet” and Fine Lines “Disappear”
7. Dakota Johnson Loves This $14 Eye Serum, and Our Beauty Experts Do Too
8. 17 Best Korean Skin-Care Brands That Keep Raising the Bar
9. Story behind beauty of joseon.
10. About Us – Beauty of Joseon
11. FAQ-General Inquiries – Beauty of Joseon
12. About Us – Beauty of Joseon
13. Story – Beauty of Joseon