BEAUTY OF JOSEON: the K-beauty brand that reinvents royal hanbang
Some brands are born from nostalgia for a bygone era, and Beauty of Joseon is the most striking example in contemporary K-beauty. Inspired by the beauty secrets of women from the Joseon dynasty, the brand draws from ancient Korean pharmacopeia rituals to create modern, minimalist, and effective skincare.
At Ma Petite Corée, we have placed Beauty of Joseon among our essential brands, convinced by its unique balance between Korean tradition and accessible formulas validated by modern dermatology. In this article, we break down the brand’s DNA in depth. History, philosophy, key ingredients, flagship products: everything you need to know to understand why BEAUTY OF JOSEON deserves a place in your routine.
Beauty of Joseon: a brand born from Korean royal heritage
Beauty of Joseon was founded in 2016 by Sumin Lee, a Korean entrepreneur passionate about traditional herbal medicine. Her direct inspiration: the Dongui Bogam, a major medical treatise written in the early 17th century under the Joseon dynasty. This encyclopedic work documents remedies, medicinal plants, and care rituals that shaped Korean medicine for centuries.
The name "Beauty of Joseon" directly refers to this royal period spanning from 1392 to 1910. At the time, court women did not wear heavy makeup. They favored skincare made from plants, fermented flowers, and natural ingredients. The perfect, luminous, and translucent complexion was considered the height of elegance. These rituals now form the backbone of the brand’s formulas.
Beauty of Joseon's international success came quickly. In 2022-2023, the Relief Sun Rice + Probiotics SPF50+ went viral on TikTok as the most elegant sunscreen on the market. Hashtags related to the brand have accumulated over 439 million views on social media. Today, Beauty of Joseon is distributed in more than fifty countries and remains true to its original identity: affordable prices, clean formulas, and minimalist design inspired by traditional Korean ceramics.
Hanbang: the signature of Beauty of Joseon
Hanbang refers to traditional Korean medicine, inheriting a millennia-old tradition based on herbal medicine, acupuncture, and energy balance. Beauty of Joseon positions itself as one of the most authentic brands in this field, drawing directly from the royal pharmacopeia to formulate its contemporary skincare. The brand combines these ancient ingredients with modern dermatological science.
Three hanbang ingredients dominate Beauty of Joseon’s formulations. Ginseng first, known as the “herb of the gods” in Korea, rich in antioxidant saponins that stimulate collagen production. Then fermented rice water, used for centuries to brighten the complexion and soften the skin. Finally, propolis, an extract from beehives, soothing, antibacterial, and ideal for skin prone to imperfections.
These main ingredients are complemented by a rich palette of secondary plants: Korean orchid extract, snail mucin, alpha-arbutin, niacinamide, retinal, or salicylic acid. Each formula is conceived as a meeting between a hanbang plant and a modern active ingredient whose effectiveness is scientifically validated. The result: products that appeal as much to history lovers as to fans of rigorous cosmetics.
The flagship products of Beauty of Joseon
Several references embody the Beauty of Joseon universe. Here are the essentials that have built the brand’s international reputation.
The Relief Sun Rice + Probiotics SPF50+ is the brand’s absolute cult product. This sunscreen with a fluid texture enriched with rice extract and probiotics protects the skin against UVA, UVB, and blue light without leaving a white or greasy finish. It has become a global phenomenon thanks to its unmatched comfort.
The Ginseng Essence Water is the brand’s flagship hydrating essence. Composed of 80% ginseng root water and 2% niacinamide, it prepares the skin to receive subsequent treatments. Lightweight texture, alcohol- and fragrance-free, it is perfectly suited for sensitive and reactive skin.
The Dynasty Cream completes this iconic trio. This cream rich in ginseng, rice extract, and squalane deeply hydrates and firms the skin. Its packaging inspired by Joseon ceramics also makes it a visual as well as cosmetic object of desire. Ideal for dry, mature, or comfort-seeking skin.
Beauty of Joseon for whom? Adapting the brand to your skin
Beauty of Joseon is for all skin types and all generations. Sensitive skin will find happiness in the Relief Sun or the Calming Serum Green Tea + Panthenol, two formulas that are particularly well tolerated. Acne-prone or blemished skin will turn to the Glow Serum Propolis + Niacinamide, which combines purifying and brightening action without irritation.
Mature skin will fully benefit from the Revive Eye Serum Ginseng + Retinal and the Dynasty Cream, two firming and effective anti-aging treatments. Dull or marked skin will find their ally in the Glow Deep Serum Rice + Alpha-Arbutin, designed to even out the complexion and fade spots. Beauty of Joseon also covers double cleansing with its Radiance Cleansing Balm and Green Plum Refreshing Cleanser.
Build your complete Beauty of Joseon routine
A typical Beauty of Joseon routine embodies the balance between simplicity and effectiveness. In the morning, start with the Green Plum Refreshing Cleanser for a gentle cleanse. Then apply the Ginseng Essence Water by gently patting. Continue with a targeted serum according to your concerns: Glow Propolis for radiance, Calming Green Tea for redness. Finish with the Dynasty Cream and the Relief Sun SPF50+ without fail.
In the evening, opt for a double cleanse with the Radiance Cleansing Balm followed by the Green Plum Cleanser. After the Ginseng Essence Water, apply the Revive Eye Serum Ginseng + Retinal around the eyes and the Glow Deep Serum on areas to even out. Finish with the Dynasty Cream. Mask lovers will appreciate the Ground Rice and Honey Glow Mask once or twice a week for an immediate radiance effect.
Our BEAUTY OF JOSEON selection at Ma Petite Corée
At Ma Petite Corée, we select each BEAUTY OF JOSEON reference with the utmost care. All our products come directly from South Korea, through a verified short supply chain. Here is our favorite selection, available in stock and shipped from Seoul.
Why choose BEAUTY OF JOSEON at Ma Petite Corée?
Buying Korean products in Europe can bring unpleasant surprises on general marketplaces. Counterfeits, expired products, poor storage in non-air-conditioned warehouses: the risks are very real. At Ma Petite Corée, we import each BEAUTY OF JOSEON product directly from Korea. Our team based in Seoul checks every batch before shipping to guarantee authenticity and absolute freshness.
We also offer exclusive references rarely distributed in France. Korean novelties, limited editions, formats unavailable elsewhere: our catalog is constantly evolving with new products selected by our Franco-Korean team. We test the products beforehand to offer you only what truly works in practice.
Beauty of Joseon perfectly embodies the balance between ancestral tradition and contemporary innovation. Find the entire BEAUTY OF JOSEON range on Ma Petite Corée and let yourself be tempted by this brand that represents an essential facet of contemporary K-beauty.
— Jihyun, Ma Petite Corée team