Beauty of Joseon

Beauty of Joseon is a Korean skincare brand founded in 2016, with founder Sumin Lee being part of a team that acquired and reinvented it, introducing the current version in 2019. The brand blends centuries-old traditions handed down from the Joseon Dynasty with clean, innovative formulas designed to transform skincare routines. Its philosophy centers on Hanbang — traditional Korean medicine based on natural ingredients with therapeutic properties — combining these time-honored herbs with lab-backed, clinically effective ingredients, developed from the historical teachings recorded in the Gyuhap Chongseo, a Joseon-era encyclopedia written by female scholar Yi Bingheogak. The brand is particularly known for its sunscreens, including the Relief Sun line.