Beauty of Joseon
Mid-Range“Hanbang skincare, reborn for the TikTok generation.”
Beauty of Joseon launched in 2010 as a small Hanbang (Korean herbal medicine) skincare brand, but the version the world knows today was reinvented after Goodai Global — the K-beauty house run by Juhyuck Cheun — acquired the brand in 2019 and rebuilt the formulas and packaging around traditional ingredients pulled from the Donguibogam, the 17th-century Joseon-dynasty medical text. Sumin Lee leads the brand's creative direction inside Goodai, which also owns Tirtir, Skin1004, and Laka.
The Relief Sun: Rice + Probiotics SPF50+ became the single most-viral K-beauty sunscreen on TikTok in 2023–2024 and turned Beauty of Joseon into a US household name before the brand had any meaningful presence in Korea — a reverse-globalization story that made it the textbook case study for K-beauty's American expansion. The Glow Deep Serum (rice + alpha-arbutin), Revive Eye Serum (ginseng + retinal), and the Dynasty Cream are the rest of the franchise. Mid-range pricing, hanbang storytelling, and Amazon/Olive Young distribution are why people keep restocking.
Known For
Flagship Products
- Relief Sun: Rice + Probiotics SPF50+ PA++++
- Glow Deep Serum: Rice + Alpha-Arbutin
- Revive Eye Serum: Ginseng + Retinal
- Glow Serum: Propolis + Niacinamide
- Dynasty Cream
Brand Philosophy
Hanbang heritage meets clean, modern formulation — affordable Korean skincare built around the Donguibogam's traditional ingredients (rice, ginseng, propolis, mugwort).
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Beauty of Joseon. Researched from official brand sources — always confirm before sending.
- Website
- beautyofjoseon.com
- General inquiries
- [email protected]
- Contact form
- Open form
- Creator portal
- Apply / sign up
- HQ address
- Guro-gu, Seoul, South Korea
- Sold at
- Amazon USOlive YoungStylevanaYesStyleCult BeautyBrand.com
Owner is Goodai Global Inc. (same parent as Tirtir, Skin1004, Laka, House of Hur). No public press/PR email surfaced after press archive search — press routes through Goodai Global comms team. Creator partnerships handled via the BOJ Creators Club portal (Shopify Collabs). Sumin Lee is co-founder/brand lead and the public face for editorial interviews (Glossy, BoF, Fashionista). Brief said 'founded by Sam Lee' — corrected: brand was founded by Hyemin Park in 2010 and relaunched in 2019 under Goodai Global with Sumin Lee leading brand. No US office; brand fulfills US orders from Korea via 3PL and Amazon FBA.