Beauty of Joseon is a South Korean skincare brand inspired by Joseon-era hanbang (traditional herbal) beauty and owned by Goodai Global. In Australia it is sold at Priceline, Chemist Warehouse and Adore Beauty, and through official distributor Boniik.
The brand says its formulas draw on recipes and ingredients from Korea's Joseon dynasty, reinterpreting hanbang (traditional Korean herbal medicine) ingredients such as rice, ginseng and green plum for modern skincare. Creative director and co-founder Sumin Lee has said the brand wants skincare to feel fun rather than built only to go viral.
Beauty of Joseon was the first brand acquired by Goodai Global, in 2019. Goodai Global, founded in 2015, has since bought several other K-beauty brands. The brand's global profile grew largely through TikTok, led by its Relief Sun: Rice + Probiotics sunscreen.
General information only, not medical advice.