Collection: Beauty of Joseon

Beauty of Joseon, also known as “조선미녀,” is a modern Hanbang (traditional Korean medicine) skincare brand that reinterprets traditional ingredients like ginseng, rice, and red bean for contemporary use. Originally established in 2015 and acquired by Gudai Global in 2019, the brand focuses on minimalist, multifunctional products such as its best-selling “Relief Sun” sunscreen. It has gained immense popularity overseas, particularly in North America, through TikTok marketing and platforms like Amazon and Soko Glam. Beauty of Joseon is celebrated for its innovative approach to combining tradition with functionality, appealing to younger generations globally. With a strong commitment to sustainable growth, the brand aims to become a leading global beauty icon beyond the K-beauty category.