Beauty of Joseon: Korean skincare with the wisdom of ancient times

Beauty of Joseon, founded in 2018, is a brand that embodies the elegance and skincare philosophy of the Joseon Dynasty era. It focuses on clean and effective products that combine traditional Korean herbal ingredients with modern skincare technologies.
The brand name is a tribute to the Joseon Dynasty era, celebrated for its refined ideal of beauty, emphasising a clean, well-groomed look, calm, healthy and hydrated skin. By reviving ancient herbal methods, Beauty of Joseon introduces Korean skincare wisdom to the modern world, offering a range of products designed to suit different skin needs.

The brand’s founder, Sumin Lee, drew inspiration from medical records from the Joseon Dynasty (14th–19th century) and created a range of products focused on natural ingredients and gentle formulations. Beauty of Joseon aims to improve skin health and provide anti-ageing effects using high-quality natural ingredients.

The brand places great emphasis on ethical practices, including being **cruelty-free**, meaning its products and ingredients are not tested on animals. In addition, the brand is known for its commitment to using natural ingredients and environmentally friendly packaging, aiming to minimise its impact on the environment.

Among the bestsellers are the Dynasty Cream moisturiser, the Glow Serum brightening serum, the Relief Sun sunscreen and the Matte Sun Stick.