Beauty of Joseon is the affordable skincare brand going viral on TikTok – here's what to buy
Beauty of Joseon is officially the Internet’s fave K-beauty brand, since the Relief Sun : Rice + Probiotics sunscreen went completely viral on TikTok. Coveted for its lightweight texture, factor 50 coverage, zero white cast, accessible price point (£16), and skin-loving ingredients; it was only a matter of time before beauty enthusiasts became obsessed with BOJ’s range of incredible products – so, as a K-beauty stan, I had to try them for myself.
Beauty of Joseon Relief Sun : Rice + Probiotics
Acquired by Sumin Lee, Beauty of Joseon was reinvented and relaunched globally in 2019 with its first product, the Beauty Cream. But it was the brand’s sunscreens that majorly took off with shoppers. In the past year alone, Google searches for BOJ’s bestselling products have increased by +1000%, and it’s just getting started. While the sunscreen and rice mask have become brand signatures, Joseon is expanding into the makeup-meets-skincare category with a new SPF skin tint that has finally launched in the UK (following a US launch in February 2025).
The new Daily Fluid Tinted Sunscreen, like all of Beauty of Joseon products, is formulated with hanbang ingredients. Hanbang is a Korean term that refers to traditional medicines and herbal remedies that are used to treat problem skin. Ginseng is the key ingredient used across Joseon for hyperpigmentation and anti-ageing. Secondary to ginseng, the brand includes green plum, which is a natural AHA, and rice for its brightening and moisturising effect.
“The natural ingredients in Beauty of Joseon’s formulations don’t leave skin feeling clogged or sticky and help to brighten and boost complexions,” Chelsey Saunders, Boots’ director of fragrance, skincare and haircare, tells Cosmo. “Boosted by antioxidants and modern formulation techniques, along with skincare staples such as glycerin and niacinamide, Beauty of Joseon delivers the glowy, glass skin look desired by K-beauty fans.”
When adding Joseon, or any new products into your skincare routine, make sure you do a patch test first. If your skin vibes with the new product then incorporate it slowly into your existing routine so you don’t shock your skin barrier and inspire a bout of breakouts.
Beauty of Joseon Daily Tinted Fluid Sunscreen, £17
Rating: ⭐️⭐️⭐️⭐️⭐️/5 stars
Beauty of Joseon’s new tinted sunscreen comes in 12 shades, which can be intimating at first, but I was truly shocked when the product melted into my skin after rubbing it in for a few seconds. I tried shade MY210 and MY220, and MY210 was a better match. At first it applied with a white base but blended in really quickly and left a dewy, smoothed finish. I’ll be wearing MY220 when I've reached my deepest summer tan.
The formula is thin and watery, hence the name fluid, but applies extremely lightweight while making my skin feel very supple. I applied the sunscreen after my moisturiser and finished it off with a bit of powder for extra coverage, and found that it has decent lasting power throughout the day (albeit needs a touch-up).
It’s also a good choice for sensitive skin or if you prefer a no-makeup look, but if you’re after something that will cover blemishes and pigmentation then this might not be the product for you. As for me, it’s a great base for the summer months in London, allowing my skin to breathe, while still feeling put together and protected from the sun (it has SPF 30.)
Daily Tinted Fluid Sunscreen Broad Spectrum SPF30 PA +++
Beauty of Joseon Ginseng Cleansing Oil, £17
Rating: ⭐️⭐️⭐️/5 stars
The ginseng oil cleanser was fantastic at removing all my makeup. It starts as an oil and then lathers into a milky serum on contact with water, then instantly melts away a face of full-coverage foundation with setting spray on top. As I have combination skin (sensitive skin barrier and monthly, hormonal acne), an oil cleanser is too heavy for me to use daily, but it’s great as a first step when I’m double cleansing a few times a week. This cleanser would be better suited for someone with dry skin, and if you have normal or combination skin then I’d suggest the Radiance Cleansing Balm (£16) instead.
Ginseng Cleansing Oil
Beauty of Joseon Plum Refreshing Cleanser, £18
Rating: ⭐️⭐️⭐️⭐️/5 stars
Oily skin girlies, come to the front. This gel cleanser is made with 24% AHA green plum water to gently exfoliate the skin. I use a chickpea-sized amount of product and emulsify it between wet palms until it foams up into a rich, creamy lather, which I rub into damp skin in upward and outwards circular motions. It leaves my skin feeling refreshed and clean, but not tight or dry. Even though my skin is on the combination side, I would definitely use this cleanser daily.
Green Plum Refreshing Cleanser
Beauty of Joseon Ground Rice and Honey Glow Mask, £15.50
Rating: ⭐️⭐️⭐️⭐️⭐️/5 stars
Are you after bouncy, glass skin? Beauty of Joseon’s Ground Rice and Honey Glow Mask is exactly what you need. I’m torn between this product and the tinted sunscreen, but I think the mask only slightly comes out as my favourite BOJ product. It's creamy, soothing and clarifying, and is made with kaolin clay to extract impurities from pores, while the rice powder and honey moisturises and brightens the skin. I adore a good face mask, and this is one of the best.
Ground Rice and Honey Glow Mask
Beauty of Joseon Ginseng Essence Water Toner, £15.50
Rating: ⭐️⭐️⭐️/5 stars
I like to keep my skincare super simple – no 10-step routine over here, so the idea of a toner has always seemed like an extra step. The Ginseng Essence Water Toner gave a comforting hydration boost following double cleansing, but it’s not a product I would be reaching for daily. It contains 2% niacinamide and is perfect for sensitive, dry skin types – so if you have dry patches then it’s definitely one to try.
Ginseng Essence Water
Beauty of Joseon Dynasty Cream, £21
Rating: ⭐️⭐️⭐️⭐️⭐️/5 stars
Beauty of Joseon’s Dynasty Cream is a deliciously rich morning and evening moisturiser that really soothed my skin barrier. It’s best for those with dry skin types who are keen to get rid of rough and flaky patches. A little goes a long way, so I used a finger nail-sized amount and glided it over my skin, instead of rubbing it in. It absorbed really quickly and gave a subtle glow.
Dynasty Cream
Beauty of Joseon Glow Deep Serum, £15
Rating: ⭐️⭐️⭐️⭐️/5 stars
There are four serums in the Beauty of Joseon range, with each product targeting a specific skin concern – Revive serum for wrinkles and hyperpigmentation, Glow serum for acne and inflammation, Calming serum, and Deep Glow serum for hyperpigmentation and brightening. I tried the Deep Glow serum to help speed up my skin’s recovery from acne scars, and applied three drops to each cheek then spread it across the rest of my face evenly. The serum was lightweight, slightly tacky to the touch, and gave my skin an instant glow. After using for just one week, I did see acne scars fading, but it needs at least two weeks of use to really see results.
Glow Deep Serum Rice Alpha-Arbutin
Beauty of Joseon Revive Eye Serum, £15
Rating: ⭐️⭐️⭐️/5 stars
Do I really need an eye cream? That one’s debatable. But what I do know is that when I got my skin scanned, my under eye area was the driest part of my face! I usually just bring my moisturiser up around my eye area, but appaz that’s not enough so I gave Joseon’s a try.
I quickly found out that I can’t use eye cream at night. I have sensitive eyes and no matter which eye cream I’ve tried, the product migrates into my eyes and causes a reaction. Ideally, I would try using this product in the day but that’s not an option since it contains retinal. Having a glance at the reviews, it seems I’m not the only one and if you, like me, have sensitive eyes then consider trying a different product instead.
Revive Eye Serum : Ginseng + Retinal
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Beauty of Joseon is officially TikTok’s favourite K-beauty brand, since the brand’s Relief Sun : Rice + Probiotics has become the must-have SPF for beauty enthusiasts. Coveted for its super-lightweight texture, factor 50 coverage, zero white cast, accessible price point (£16), and skin-loving ingredients; it was only a matter of time until BeautyTok became obsessed with BOJ’s range of incredible products – and I decided to review the hero products in name of investigative journalism.
I’ve been a K-beauty fan for what feels like eons now. It all started around 2016, my teenage skin was going through a transition to adult skin, and I started getting redness, spots, and inflammation all over again. After doing some searching online, I stumbled upon a few incredible products that instantly soothed my skin barrier – Innisfree’s Jeju Volcanic Cleansing Foam and Nature Republic’s Aloe Vera Soothing Gel – and in a few weeks, I was confidently going makeup free again. I continue to be a proud Korean beauty stan, and although I didn’t adopt a 12-step skincare routine, it’s undeniable that products like Dr Jart’s sheet masks and Cosrx snail mucin essence have completely transformed the Western beauty industry.
Now that the initial hype has calmed and K-beauty is here to stay, brands like Beauty of Joseon are taking us into an exciting second wave of Korean skincare – which is less about cute packaging and novelty ingredients and more about traditional herbs and ancestral practices.
Acquired by Sumin Lee, Beauty of Joseon was reinvented and relaunched globally in 2019 with its first product the Beauty of Joseon Beauty Cream, but it was the brand’s sunscreens that hit majorly with the internet – and with me. In the past year alone, Google searches for BOJ’s best-selling products have increased by +1000% and the brand is just getting started. While the sunscreen and rice mask have become brand signatures, Joseon is expanding into the makeup-meets-skincare category with a brand-new SPF skin tint that finally launched in the UK this month (following a US launch in February 2025).
The new Daily Fluid Tinted Sunscreen, like all of Beauty of Joseon products, is formulated with hanbang ingredients. Hanbang is a Korean term that refers to traditional medicines and herbal remedies that are used to treat problem skin. Ginseng is the key ingredient used across BOJ for hyperpigmentation and anti-ageing. Secondary to ginseng, the brand also includes green plum, which is a natural AHA, and rice for its brightening and moisturising effect. When adding Joseon, or any new products into your skincare routine, make sure you do a patch test. If your skin vibes with the new product then incorporate a product slowly into your existing routine so you don’t shock your skin barrier and inspire a bout of breakouts.
“The natural ingredients in Beauty of Joseon’s formulations don’t leave skin feeling clogged or sticky and help to brighten and boost complexions,” Chelsey Saunders, Boots Director of Fragrance, Skincare and Haircare, tells Cosmo. “Boosted by antioxidants and modern formulation techniques along with skincare staples such as glycerin and niacinamide, Beauty of Joseon delivers the glowy, glass skin look desired by K-Beauty fans.”
Keep reading for the best Beauty of Joseon products:
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