Beauty of Joseon (often abbreviated as BOJ) is a South Korean skincare brand best known for combining traditional Korean herbal medicine (Hanbang) with modern cosmetic science. The brand has become one of the most recognizable names in the global K-beauty industry, especially for its lightweight sunscreens, barrier-supporting skincare, and minimalist formulations inspired by ingredients used during Korea’s Joseon Dynasty. [1]

Beauty of Joseon was created with the goal of modernizing traditional Korean skincare practices rather than reproducing historical recipes. The company draws inspiration from the Joseon Dynasty (1392–1910), a period in Korean history known for emphasizing natural beauty, healthy skin, and herbal remedies.

Instead of focusing on makeup, women of the Joseon era generally valued clear, healthy, hydrated skin. Beauty of Joseon adapts these historical concepts using modern cosmetic chemistry and clinically recognized ingredients. [4]

A major source of inspiration for the brand is the historical Korean encyclopedia Gyuhap Chongseo, written in the early 19th century by Yi Bingheogak.

The book contains practical knowledge for women, including:

• skincare

• herbal remedies

• household management

• clothing

• childcare

• health

Beauty of Joseon interprets these traditional practices through modern skincare formulations instead of copying historical recipes directly. [5]

Beauty of Joseon believes that skincare should prioritize:

• healthy skin over heavy makeup

• gentle ingredients

• long-term skin health

• daily self-care rituals

• effective formulations supported by modern research

Their mission is to create products that are:

• effective

• gentle

• accessible

• suitable for most skin types

• inspired by Hanbang traditions

The company also states that its products are developed without animal testing. [6]

Hanbang (한방) refers to traditional Korean herbal medicine.

Unlike modern pharmaceuticals, Hanbang emphasizes combinations of botanical ingredients believed to promote balance and overall wellness.

Beauty of Joseon incorporates many Hanbang ingredients alongside established cosmetic actives to create products intended to support hydration, barrier health, brightening, and anti-aging. [7]

Ginseng

One of the brand’s signature ingredients.

Benefits include:

• hydration

• antioxidant support

• improved skin elasticity

• nourishment

Ginseng has been used in Korean herbal medicine for centuries.

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 exfoliate

[8]

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

• Cleansers

• Toners

• Essences

• Serums

• Eye creams

• Moisturizers

• Sunscreens

• Face masks

• Exfoliants

Relief Sun: Rice + Probiotics SPF50+

Perhaps the company’s most famous product.

Known for:

• lightweight texture

• no white cast

• moisturizing finish

• broad-spectrum SPF50+

The product helped establish Beauty of Joseon as a major international K-beauty brand. [9]

Dynasty Cream

A moisturizer containing:

• rice

• ginseng

• niacinamide

Designed to provide hydration and support the skin barrier. [10]

Glow Serum

Contains:

• propolis

• niacinamide

Marketed for:

• brightening

• calming redness

• improving skin glow

Revive Eye Serum

Features:

• retinal

• ginseng

Intended to help improve the appearance of fine lines and signs of aging while remaining relatively gentle compared with stronger retinoid products. [11]

Red Bean Refreshing Pore Mask

Designed for:

• oil control

• gentle exfoliation

• pore care

Beauty of Joseon products generally emphasize:

• 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. [12]

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

• K-beauty’s increasing worldwide popularity

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. [13]

Beauty of Joseon’s packaging is characterized by:

• minimalist design

• cream and white color palettes

• traditional Korean calligraphy-inspired typography

• 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, recognized 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. [14]

• Hanbang

• Joseon Dynasty

• Gyuhap Chongseo

• K-beauty (Korean skincare industry)

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. What do you think of brands that aspire to be K-beauty but aren’t really known in Korea?

11. About Us – Beauty of Joseon

12. FAQ-General Inquiries – Beauty of Joseon

13. About Us – Beauty of Joseon

14. Story – Beauty of Joseon