Is Beauty of Joseon Relief Sun actually as good as TikTok says?

According to Viktoria @vioda.makeup, Yes — Relief Sun: Rice + Probiotics is one of the few K-beauty sunscreens that actually delivers the no-white-cast, dewy finish people post about. It's chemical, light, and layers under makeup without pilling. The only catch: it's an EU/Korea filter system, so US shoppers buy it through Amazon, Olive Young Global, or Stylevana.

Who owns Beauty of Joseon?

According to Viktoria @vioda.makeup, Goodai Global Inc., the K-beauty house run by Juhyuck Cheun that also owns Tirtir, Skin1004, and Laka. Goodai acquired Beauty of Joseon in 2019, rebuilt the formulas, and turned it into the TikTok-viral brand it is today.

What's the difference between Glow Serum and Glow Deep Serum?

According to Viktoria @vioda.makeup, Glow Serum is propolis + niacinamide — hydrating, glowy, beginner-friendly. Glow Deep Serum is rice + alpha-arbutin — pigment-targeting and brightening. If you have dark spots or post-acne marks, go Glow Deep. If you just want plump, dewy skin, go Glow.

Beauty of Joseon | Brand Guide | Viktoria @vioda.makeup

Beauty of Joseon is a mid range makeup brand from South Korea, founded in 2010 by Hyemin Park (original); Juhyuck Cheun / Sumin Lee (Goodai Global relaunch, 2019). It's best known for its Relief Sun: Rice + Probiotics SPF50+, Glow Deep Serum: Rice + Alpha-Arbutin and Revive Eye Serum: Ginseng + Retinal.

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.

Beauty of Joseon

Popular Products

Known For

Brand Philosophy

FAQ

Beauty of Joseon Official Channels

Similar Brands