Beauty of Joseon is one of the top leaders of Korean cosmetics and beauty. They produce products that take inspiration and follow traditional Korean medications and treatments (Hanbang). Ultimately, they are known for serums and creams that produce strong results and healthy, glowing skin. But where did they start? Why are they so popular? And what are the top must-try products from the Joseon range? 

The Joseon Dynasty was the final imperial dynasty of Korea (reigning for over 500 years). It was a period of great achievement in science, philosophy and art finally ending abruptly when Korea was annexed by Japan in 1910. The people of the time went through bouts of political turmoil, rise of aristocracy, war and out of it all formed the basis of the Korean alphabet, religion and democratic government.

It also formed an important foundation for Hanbang medicine, aka Korean traditional medicine. It formed its roots in Chinese medicine, but was quickly adapted and formed its core in native herbs, acupuncture and philosophy. It solidified use of specific herbs and tinctures for treatment and balancing of the face – to treat acne, aging and blemishes. Most common ingredients included ginseng, tea extracts (especially green tea), perilla leaf, mugwort extract, fermented soybean and carefully prepared fermented rice. 

Hanbang does not seek to merely rectify a single issue, but takes into account how to balance the body as a whole and restore flow of Qi. These traditions survived the Joseon period to be passed down in the 21st century – not only for the value of its history, but also the genuine efficacy of the product. These techniques have worked well for hundreds of years and are now backed up by clinical studies. 

This revival into modern cosmetics started with the cosmetic company Sulwhasoo – producing premium, deeply traditional cosmetic products. Other companies soon followed, creating a big range of products that follow Hanbang tradition carefully with purified ingredients. 

Beauty of Joseon, despite its love of traditional ingredients, was established in 2017 – with its heart and soul set purely in the modern era. Their goal was combining traditional ingredients into a convenient, accessible format. They wanted to create products that could be incorporated into a modern beauty routine, be shared internationally and was accessible to the everyday user. 

Compared to Sulwhasoo’s Concentrated Ginseng Serum (which comes with a +$100 price tag), Beauty of Joseon came out with their Revive Serum, which combined 63% ginseng root with snail mucin, to provide a beloved serum that tackled aging and fine lines with dual effect. They worked hard to provide the same effect as high standard Hanbang cosmetics, but at a fifth the price – it came out as far more affordable.  

Their most famous item on the market that has been dominating for almost a decade, is the Relief Sun (Rice and Probiotics) sun cream. This product is a deeply protective, hydrating sunscreen – which provides SPF 50+ to protect against both UVB and UVA rays, but also with fermented rice extract and grain probiotics, providing a protective formula to soften and repair the skin barrier. They worked carefully, making it suitable for all skin types and it became famous as one of the first sun creams on the Western market to not leave the dreaded ‘white cast.’ 

Not only does it come with 30% rice extract, but it is also formulated with gentle green tea and niacinamide, to brighten and soothe skin – no matter your skin type. This reduces the risk of acne breakouts, makes it safe for sensitive skin and also hydrates and protects dry skin types. Quickly, it has become a staple of Korean beauty in the international market and is ubiquitous as a quality sunscreen that combines well with any skin type and makeup. 

So, where does the Beauty of Joseon team take its primary inspiration from? According to their development team, they constructed their skincare range from the “규합총서” or Gyuhap chongseo. It was an encyclopedia for women living in the Joseon era – with advice on everything from cooking, to raising livestock, to protecting the house from evil spirits. It was written by a scholar of aristocracy from the period, Yi Bingheogak for other women to live better lives with knowledge and beauty.  

The Joseon era beauty standards valued elegance, fair skin and dark, long hair. These followed the ‘Three Whites’ (Sambaek) - pale, unblemished skin, white teeth and whites of eyes, the ‘Three Blacks’ (Samheuk) - dark eyes, dark eyebrows and dark hair and the ‘Three Reds’ (Samhong) - red cheeks, red lips and rosy fingernails. It was a period that valued natural appearance and focused on cleanliness, softness and achieving this via holistic, inner beauty. 

This holistic, soft and natural way to achieve beauty is reflected in their famous Dynasty Cream. It is a deeply moisturizing, soothing cream with a base of rice water, mixed with hydrating glycerin, squalene, ceramide and hyaluronic acid. This combination provides a lasting hydration deep in skin cells throughout the day. The cream is also packed with natural antioxidants to protect and repair skin – through safflower, orchid, cocoa and other herbal extracts. It also contains ginseng root water to refresh fine lines and wrinkles and brightening niacinamide to leave a lasting glow. 

It uses the base ingredients of Hanbang, mixing the 21st century needs with ancient practice. It provides modern audiences a moment of luxury and peace, to experience a taste of practice and tradition of Joseon era Korea (without the fear of invasion or complicated diplomacy, of course). 

Beauty of Joseon was slow to rise within Korea itself – but blasted on the scene in international audiences. Its elegant, minimalistic packaging spoke to audiences worldwide and it has continued marketing itself as a convenient access to quality skincare. Their range is not massive – but almost every item they sell has been a hit amongst audiences. 

From their four serums, to their wash off masks, to their ginseng range and to their famous Glow Replenishing Rice Milk (the ultimate toner to control oil production and calm redness). The Beauty of Joseon range is elegant and simple in its design and execution. Products don’t come with a variety of variants – as each is designed to work well in harmony with many skin types. Majority of their products work to prevent blemishes, contain ginseng to treat fine lines and contain rice-based formulas to brighten and soften skin. If you are wondering if Beauty of Joseon is for you – chances are, no matter your skin’s quirks, your new favourite product is waiting in their line-up.