Beauty of Joseon: the Korean brand that modernizes traditional hanbang
In the bustling galaxy of K-beauty, one brand has managed to stand out with its unique positioning: Beauty of Joseon. Its bold bet? To reinterpret the royal cosmetics of the Joseon dynasty through a clean neo-Korean aesthetic. The result is striking: formulas inspired by millennial palace recipes, presented in minimalist packaging that has become iconic on TikTok and Instagram.
At Ma Petite Corée, we know BEAUTY OF JOSEON well. We import this brand directly from South Korea, through a short supply chain verified with authorized distributors. Our French-Korean team based in Seoul carefully selects every new release. In this article, we break down the DNA of BEAUTY OF JOSEON to help you understand what makes it unique in the bustling world of K-beauty. History, scientific signature, flagship products, usage tips, routine rituals: you’ll know everything before embarking on the BEAUTY OF JOSEON journey. Enjoy your reading.
Beauty of Joseon: where the royal dynasty meets modern K-beauty
Beauty of Joseon was born in 2010 from a simple but powerful idea: to reinvent traditional Korean cosmetics for the modern era. The Joseon dynasty (1392-1897) marked 500 years of Korean history, during which the royal court developed a unique expertise in natural skincare. Medicinal roots, fermented rice, ginseng, propolis, honey: all ingredients recorded in royal pharmacopoeia texts.
The brand made the bold choice to start from these ancient recipes and update them with the latest cosmetic technologies. Each formula is developed in collaboration with Korean researchers specializing in hanbang (traditional medicine). The result combines the best of both worlds: natural ingredients proven by centuries of use and dosages optimized by modern science.
Global success came around 2022-2023, driven by the viral popularity of the Relief Sun Rice + Probiotics SPF50+ on TikTok. This sunscreen became the best-selling sun product worldwide according to several sources, praised by dermatologists and enthusiasts alike. Today, Beauty of Joseon is distributed in over 40 countries and perfectly embodies the new wave of accessible premium K-beauty. To learn more, visit the official Beauty of Joseon website.
Ginseng, rice, and propolis: the brand's hanbang pillars
Beauty of Joseon's philosophy is based on a trio of iconic ingredients from traditional Korean medicine. Fermented red ginseng is the first pillar: used for over 2000 years in Korea, it stimulates microcirculation, boosts radiance, and slows signs of aging. The brand incorporates it into its Revive Serum and Dynasty Cream, two flagship products.
Fermented rice is the second pillar. A star ingredient in Korean cosmetics for ages, it naturally brightens, deeply hydrates, and evens out the skin tone. The Rice + Probiotics line uses this ingredient at impressive concentration levels, combined with probiotics to strengthen the skin barrier.
Propolis completes this trio of ingredients. This substance produced by bees is known for its antibacterial and regenerating properties. The Glow Serum Propolis + Niacinamide combines this active ingredient with niacinamide to brighten the complexion and fight imperfections. The result: visibly more radiant and even skin after a few weeks of use.
Always check the freshness of your K-beauty products. In Korea, the expiration date is written in year/month/day format, and the manufacturing date is also printed on the packaging. A product stored too long loses effectiveness, even if unopened. At Ma Petite Corée, we systematically check these dates to guarantee you fresh batches.
The flagship products of BEAUTY OF JOSEON
Beauty of Joseon was built around several iconic references. These products embody the brand's DNA and deserve a place in any serious K-beauty routine.
The Relief Sun Rice + Probiotics SPF50+ PA++++ is the brand’s absolute flagship. This chemical sunscreen with a fluid texture suits all skin types, even the most sensitive. It leaves no white cast, applies smoothly before makeup without pilling, and effectively protects against UV rays and pollution. Its affordable price makes it a global phenomenon.
The Radiance Cleansing Balm is an iconic makeup remover balm enriched with rice wax and jojoba oil. It melts instantly on contact with the skin to remove waterproof makeup and sunscreen without irritation. Ideal as the first step in the Korean double cleansing method, it leaves the skin clean, soft, and ready for subsequent care.
The Glow Serum Propolis + Niacinamide combines 60% propolis extract and 2% niacinamide. This serum enhances the complexion in a few weeks: visible radiance, reduced blemishes, refined texture. It is especially suitable for combination to oily, acne-prone skin, but all skin types can benefit from it for an immediate glass skin effect.
Beauty of Joseon for whom? Identify your ideal lines
Beauty of Joseon stands out for its ability to adapt to all skin types. Young and combination skin will appreciate the simplicity and effectiveness of the Glow Serum and Relief Sun in a daily routine. Skin prone to blemishes will find a gentle solution in the Propolis + Niacinamide line to refine and even out the complexion.
Mature skin will tend to prefer the Dynasty and Revive lines, formulated around fermented red ginseng. These products target firmness, expression wrinkles, and loss of radiance. Dry to very dry skin will greatly benefit from the Ground Plan Dynasty Cream, rich in nourishing and soothing ingredients.
Building your BEAUTY OF JOSEON routine
A typical Beauty of Joseon routine starts in the morning with a gentle cleanse (Red Bean Foam Cleanser or equivalent), followed by Ginseng Essence Water as a toner. Then add the Glow Serum Propolis + Niacinamide to brighten, a moisturizer suited to your skin, and finish with the Relief Sun SPF50+ which offers optimal protection without a greasy finish.
In the evening, opt for the double cleansing typical of K-beauty. Start with the Radiance Cleansing Balm to remove makeup, then follow with your favorite cleansing gel. Next, apply a toner, an essence (Rice + Probiotics Essence or Dynasty depending on your age), a targeted serum, and finish with a night cream. Once a week, the Rice + Propolis Mask can boost the radiance of your routine.
K-beauty routines may seem complex, but they follow a simple logic: cleanse, prepare, treat, hydrate, protect. Adjust the number of steps to your time and skin. It’s better to do 4 steps regularly than 10 steps abandoned after a week. Consistency is the key to success in Korean skincare.
Our BEAUTY OF JOSEON selection at Ma Petite Corée
At Ma Petite Corée, we carefully select BEAUTY OF JOSEON products. All our products come directly from South Korea, through a short supply chain, with systematic verification of authenticity and manufacturing dates before shipping. Our team tests new products on-site in Seoul before offering them to our European customers. Here is our favorite selection to discover the brand or complete your current routine, chosen from the best products in the BEAUTY OF JOSEON catalog based on value for money and formula relevance.
Why buy BEAUTY OF JOSEON from Ma Petite Corée?
Buying Korean products in Europe can lead to unpleasant surprises. Counterfeits on general marketplaces, expired products poorly stored, damaged packaging: the risks are very real for uninformed consumers. At Ma Petite Corée, we import every BEAUTY OF JOSEON product directly from South Korea, without dubious intermediaries. Our team based in Seoul checks each batch to guarantee authenticity, freshness, and packaging integrity before every shipment.
We also offer products that are still rarely distributed in France and Europe. New Korean launches premiered in Seoul, seasonal limited editions, exclusive formats for the Asian market: our catalog is constantly expanding. Our Franco-Korean team tests each product on-site in Seoul before offering it to our European customers, prioritizing products that have proven popular with the local K-beauty community.
Beauty of Joseon perfectly embodies the spirit of contemporary K-beauty: ancient heritage, modern formulas, minimalist packaging, unbeatable value for money. Find the entire BEAUTY OF JOSEON range on Ma Petite Corée and discover why K-beauty continues to captivate millions of enthusiasts worldwide, from Seoul to Paris and New York.
— Jihyun, Ma Petite Corée team