Beauty of Joseon

Beauty of Joseon: Korean herbal tradition in modern skincare

Beauty of Joseon is a Korean skincare brand based in Seoul that brings centuries of Korean herbal tradition, known as hanbang, into a modern routine. Its best-known product is the light Relief Sun sunscreen, and ginseng is one of its signature ingredients. Our range covers both sides of the brand: the Relief Sun Rice + Probiotics SPF50+ sunscreen and the Revive Eye Serum Ginseng + Retinal. On this page you will find where the name comes from, what goes into each product and how the two fit into your morning and evening routine.

A name from the Joseon dynasty

Joseon was the Korean dynasty that ruled from 1392 to 1910. The era is associated with natural beauty and herbal remedies, and it gave the brand both its name and its inspiration. Hanbang is traditional Korean herbal medicine. Beauty of Joseon pairs that heritage with modern dermatological ingredients, so rice, ginseng, green plum and apricot blossom sit side by side with niacinamide, retinal and acids.

The packaging is simple and calm. That minimalist design, together with effective formulas, has won the brand a following around the world, especially among younger skincare fans. The brand’s guiding idea is healthy skin over heavy make-up.

Who is behind the brand?

The brand started in Seoul around 2016. From 2017 the Korean company Goodai Global marketed it under an exclusive licence, and in January 2019 Goodai Global bought the brand outright. Goodai Global was founded in 2015 by Cheon Joo-hyeok and began as a cosmetics distributor in South Korea. Today Beauty of Joseon has expanded across North America, Europe and Southeast Asia.

Rice, ginseng and other signature ingredients

Rice has long been linked with bright, smooth skin in East Asian beauty traditions. In the brand’s range you will find it in the Relief Sun sunscreen, the Glow Deep Serum Rice + Alpha-Arbutin, the Ground Rice and Honey Glow Mask and the Dynasty Cream, a moisturiser that pairs rice with ginseng and niacinamide.

Ginseng is another signature ingredient. It runs through the Revive range, which includes the eye serum, the Ginseng + Snail Mucin serum, the Ginseng + Retinol firming moisturiser and under-eye patches, and it also gives its name to the Ginseng Cleansing Oil. The Ginseng + Snail Mucin serum is made for a complexion that has lost its bounce. Propolis, green plum and red bean are also among the brand’s signature ingredients.

What does the brand make?

The Beauty of Joseon range spans cleansers, toners, essences, serums, eye care, moisturisers, sunscreens, masks and exfoliants. Its sun care has grown from a single sunscreen into a full family: the lighter Relief Sun Aqua-Fresh, the Matte Sun Stick, body sunscreens and tone-up sunscreens have all joined the original. Among the serums, the best known is the Glow Serum with propolis and niacinamide. For toning there is the Green Plum Refreshing Toner AHA + BHA, for exfoliation the Apricot Blossom Peeling Gel, and for facial massage a porcelain gua sha stone called the Porcelain Gwalsa.

In our shop we focus on two products: one protects skin from the sun during the day, the other cares for the eye area morning and evening.

Relief Sun Rice + Probiotics, a light face sunscreen

Relief Sun is a creamy yet lightweight sunscreen with rice extract. It carries SPF50+ and PA++++, so it gives broad-spectrum protection against both UVA and UVB rays. The formula contains a probiotic complex and several rice ferments, and the pack holds 50 ml.

The silky texture is never sticky. The cream absorbs quickly without leaving a white cast and leaves skin looking fresh, smooth and radiant. It hydrates comfortably and gives a dewy finish. Relief Sun suits normal, dry, combination and dehydrated skin.

Apply it generously as the final step of your morning routine and reapply every 2 to 3 hours for continued protection. You will find more sun care in our tanning category.

What do SPF50+ and PA++++ mean?

SPF measures the share of sunburn-causing UV rays that reach the skin. With SPF 15, for example, about one fifteenth of that radiation gets through. SPF does not capture UVA, though, and UVA reaches deeper layers of the skin.

For UVA, Asian brands, and Japanese brands in particular, use the PA system. The number of plus signs shows the strength of protection: PA+ is the lowest grade and PA++++ the highest, added to the scale in 2013. Relief Sun carries PA++++, the top grade on the PA scale.

On the PA scale, PA+ stands for a UVA protection factor of 2 to 4, PA++ for 4 to 8 and PA+++ for more than 8. PA++++ means a PPD rating of 16 or above. PPD shows how much more UVA exposure protected skin can take: with PPD 10, ten times as much as without protection.

Revive Eye Serum Ginseng + Retinal, care for the eye area

Revive Eye Serum is a Korean eye cream with a fast-absorbing serum texture. It targets the look of wrinkles, brightens and hydrates the under-eye skin, and leaves the eye area looking firmer and refreshed. Retinal, a form of vitamin A, is stabilised in liposomes; ginseng root extract hydrates, while niacinamide, adenosine, hyaluronic acid and ceramide support moisture and resilience.

The texture is featherlight and absorbs without stickiness. The serum smooths uneven texture and softens the look of fine lines, dark circles and puffiness. The soft pink tube has a clear pump.

Pump once or twice and pat the serum gently under the eyes and around the eye area with your ring finger. Use it morning and evening. More eye care is in the eye creams category.

The two products do not replace each other; they work as a pair. When you use a retinal eye serum, sunscreen belongs on top during the day, which makes Relief Sun and Revive Eye Serum a natural duo.

A simple routine with two products

In the morning, cleanse, then apply toner, serum and cream, pat one pump of eye serum under the eyes and finish with a generous layer of Relief Sun. In the evening, double cleanse with oil and a cleanser, follow with toner, serum and cream, and end with the eye serum. For cleansers, toners and creams, browse our Korean cosmetics range.

This plan takes only a few minutes in the morning. A light sunscreen does not weigh skin down, and the evening eye serum becomes a calm moment when the day winds down and your skin gets some care.

A small gift for a fan of Korean skincare

The pink-tubed eye serum and the sunscreen make lovely gifts for a friend who loves Korean skincare or is just discovering it. Both are small, fit in a bag and are made for everyday use, so the gift will not sit forgotten in a cupboard. Together they form a morning and evening set that introduces two of the brand’s signature ingredients, rice and ginseng. A birthday, Christmas or a simple thank-you are all good reasons to give them.

Frequently asked questions

Is Beauty of Joseon a Korean brand?

Yes. Beauty of Joseon comes from Seoul and belongs to the Korean company Goodai Global. Its best-known product is the Beauty of Joseon Relief Sun Rice + Probiotics.

Which skin types is Relief Sun for?

The Beauty of Joseon Relief Sun Rice + Probiotics SPF50+ suits normal, dry, combination and dehydrated skin. It is light, non-sticky and leaves no white cast.

Can I use a retinal eye serum in the morning?

Yes. The Beauty of Joseon Revive Eye Serum Ginseng + Retinal is made for morning and evening use. During the day, apply sunscreen on top.

How do I apply the eye serum?

Pump the Beauty of Joseon Revive Eye Serum Ginseng + Retinal once or twice and pat it gently around the eyes with your ring finger.