Korea's leading modern oriental medicine skincare brand.
- The sunscreen, globally nicknamed #ClearRiceSunscreen, sold over 8 million units worldwide since its late 2021 launch, and continues to be hailed as TikTok’s favorite sunscreen into 2024.
- Accumulated over 1.5 billion views on TikTok under #beautyofjoseon and related tags, leading to rapid global expansion and discussions for U.S. retail entry via Sephora, Ulta, Target, and Costco.
- Multiple products — including Relief Sun, Red Bean Water Gel, and Revive Eye Serum — were featured in 2024 Olive Young Awards, and highlighted by Allure, Vogue, and other major beauty media.
- Reached ₩1,570 billion KRW (approximately $116.7 million USD) in annual revenue by 2023, continuing steady growth through 2024.
- Topped Olive Young and Amazon best-seller charts with its viral Relief Sun: Rice + Probiotics SPF50+, consistently ranked No.1 sunscreen in both 2022 and 2023.
Beauty of Joseon
Inspired by the traditional beauty practices of the Joseon Dynasty, Beauty of Joseon blends time-honored Korean ingredients with modern skincare science. The brand is rooted in “Hanbang” philosophy — traditional Korean herbal medicine — and focuses on using natural, gentle, and effective ingredients like ginseng, rice, and orchid. Products are developed based on remedies found in historical texts like Gyuhap Chongseo, and reinterpreted for modern skin concerns. Its philosophy centers around achieving healthy skin through minimalist routines, tradition, and gentle formulas. Loved globally, Beauty of Joseon has earned cult status among skincare lovers for its “modern Hanbang” approach — combining heritage with innovation.
Some of the main products of Beauty of Joseon include:
Relief Sun: Rice + Probiotics SPF50+ PA++++ – A lightweight, hydrating chemical sunscreen formulated with 30% rice extract and fermented grain probiotics. It absorbs effortlessly, leaves zero white cast, and delivers a soft, dewy finish. This product went viral worldwide and is now a go-to sunscreen for all skin types.
Dynasty Cream – The brand’s flagship moisturizer designed to hydrate, brighten, and strengthen the skin barrier. Packed with ginseng, orchid extract, niacinamide, and hyaluronic acid, this rich cream delivers deep nourishment while enhancing elasticity and glow.
Revive Eye Serum: Ginseng + Retinal – A gentle anti-aging eye serum formulated with 10% ginseng and 0.02% retinal to reduce fine lines and revitalize the under-eye area. It also includes peptides and niacinamide to help with elasticity and dark circles.
Red Bean Water Gel – A refreshing, oil-free moisturizer perfect for oily or acne-prone skin. Made with 44% Haenam red bean extract and panthenol, this gel helps regulate sebum, hydrate the skin, and improve texture without clogging pores.
Matte Sun Stick: Mugwort + Camellia – A portable SPF stick created in collaboration with a cosmetic chemist influencer. It features mugwort and camellia extracts to soothe and protect, with a balm-to-powder matte finish for oil control. Perfect for on-the-go reapplication.
Key ingredients used in Beauty of Joseon's products include:
Ginseng – Rich in saponins and antioxidants, ginseng improves circulation, firms the skin, and delivers anti-aging benefits.
Rice Extract – Packed with amino acids and minerals, it brightens skin tone, hydrates, and gives a natural glow.
Propolis – A healing, antibacterial extract that soothes sensitive skin and helps repair damage.
Niacinamide (Vitamin B3) – Brightens hyperpigmentation, improves skin tone, controls oil, and strengthens the barrier.
Hyaluronic Acid – Deeply hydrates and plumps the skin, reducing fine lines and improving elasticity.
Adenosine – Boosts collagen production and smoothens wrinkles.
Panthenol (Vitamin B5) – A soothing ingredient that calms and moisturizes irritated or dry skin.
Madecassoside – Derived from centella asiatica, it reduces inflammation and supports skin healing.
Tranexamic Acid – Helps fade dark spots and even out skin tone, especially effective in brightening serums.
