Beauty Of Joseon

Beauty of Joseon is a South Korean skincare brand founded in 2016 by Sumin Lee. The brand is inspired by the beauty rituals and traditional ingredients of the Joseon dynasty, reinterpreting centuries-old Korean herbal remedies for modern skincare. Its products combine gentle, natural ingredients such as ginseng, rice, and lotus flower with modern cosmetic science to create formulas that nourish, soothe, and brighten the skin.

The brand focuses on ingredient-driven skincare with a minimalist aesthetic and simple, effective formulations. Beauty of Joseon has gained international popularity for products like its Rice & Ceramide Moisturizing Cream and Ginseng Cleansing Oil, particularly through social media and global K-beauty communities. Its philosophy emphasizes calming, hydrating, and revitalizing the skin while staying true to Korea’s heritage of natural beauty practices.

Beauty of Joseon is operated under Goodai Global Inc., which manages its development and global distribution, ensuring the brand reaches customers worldwide while maintaining its quality and heritage-focused identity.