Beauty of Joseon: the brand review.
The K-beauty brand of the last 24 months. Sub-$30 across the line, evidence-based actives, near-zero misses. Six weeks with the hero range.
What it is.
Korean brand built around traditional Korean medicine ingredients (rice, ginseng, propolis, hanbang). Heavy direct-to-consumer focus. Distributed in Australia primarily through Adore Beauty and select Mecca stores.
GLOW Serum.
Propolis (60%) plus niacinamide (2%). The most-recommended K-beauty serum on Reddit globally. Calms and brightens, the propolis handles inflammation, the niacinamide handles oil regulation and pore appearance. Works on every skin type we tested. Sub-$25.
The Relief Sun SPF50+.
The cosmetic SPF that finally worked. No white-cast, no pilling, sits invisibly under makeup. Rice + probiotics base is calming. Sub-$25 for a 50ml bottle. The most-recommended K-beauty SPF in 2026.
The Radiance Cleansing Balm.
Sub-$25 cleansing balm with rice extract. Melts SPF and makeup without residue. Doesn't strip the barrier. Pair with COSRX Low pH Good Morning Cleanser for the gold-standard double-cleanse routine.
What's missing.
The brand's retinol product (Revive Eye Serum) is mid-pack, Western retinols outperform. The toner range is fine but not category-leading. Stick with the three hero products above for the best value.
What works
- Three category-leading products at sub-$30 each
- Evidence-based actives (propolis, niacinamide, rice extract)
- Consistent quality across the range
- Stable Australian distribution at Adore Beauty
- Suits most skin types including sensitive
What to know
- Retinol products are mid-pack
- Brand is animal-tested in mainland China (no cruelty-free certification)
- Some products contain low-level fragrance
- Stock can run out at Adore Beauty during demand spikes
The scorecard.
| Pillar | Score / 10 |
|---|---|
| Glow Serum quality | 9.5 |
| Relief Sun quality | 9.4 |
| Cleansing Balm quality | 9.3 |
| Value across range | 9.5 |
| Tolerance | 9.0 |
| Australian availability | 8.5 |
| Glow score | 9.4 |
Frequently asked questions.
- Is Beauty of Joseon really that good?
- Yes, for the three hero products (Glow Serum, Relief Sun, Cleansing Balm). The brand has near-zero misses in this tier. The wider range has some mid-pack products but the heroes are genuinely category-leading.
- Where can I buy Beauty of Joseon in Australia?
- Adore Beauty has the most reliable stock. Yesstyle ships from Korea direct (slower). Avoid Amazon, counterfeits are common.
- Is Beauty of Joseon cruelty-free?
- Not currently. The brand sells in mainland China where animal testing is required. Most products are vegan-formulated but the brand isn't certified cruelty-free.
- Glow Serum vs COSRX Snail Mucin?
- Different products. Glow Serum is for brightening and barrier (propolis + niacinamide). Snail Mucin is for hydration. Many people use both, apply Snail Mucin first, then Glow Serum.
- Is Relief Sun SPF really invisible?
- On most Australian skin tones, yes. Slight white-cast on Type IV+ skin but significantly less than mineral SPFs. The cosmetic finish is the most elegant K-beauty SPF we've tested.
- Is Beauty of Joseon good for sensitive skin?
- Generally yes, the formulations are low-irritant. Patch-test GLOW Serum if you're propolis-allergic (rare but possible).
- Beauty of Joseon vs COSRX?
- Both excellent. Beauty of Joseon wins on serums, SPF, and cleansing balm. COSRX wins on snail mucin and BHA. Most K-beauty users own products from both brands.