Interview with Beauty of Joseon on Reinterpreting Beauty

Posted by Skinsider Team on 24th Sep 2020

Interview with Beauty of Joseon on Reinterpreting Beauty

Beauty of Joseon is an amazing brand that uses the knowledge and wisdom of hanbang medicine to create effective skincare products. We had a chance to catch up with the brand. Here is your inside information about the brand.

Pillars of the Cheongjeon, the main hall, of the Royal Shrine in Seoul
Pillars of the Cheongjeon, the main hall, of the Royal Shrine in Seoul

History of Beauty of Josen

Karolina: Thank you for finding the time to share with us your story. Let’s start with a little bit of history? What us the story of Beauty of Joseon?

Sumin: Sure. We created the brand 7 years ago. Beauty of Joseon is a Hanbang (traditional herbal medicine) skincare brand that has reinterpreted the unchanging beauty and the traditional methods from nature in a modern way.

Based on the ‘Gyuhap Chongseo ( the book written in Joseon era that includes the wisdom of daily life for women)’, we make effective skincare products that combine time-tested natural ingredients with modern ingredients

Beauty of Joseon- interview
Beauty of Joseon- interview

Product Story

Karolina: What is the most important feature of Beauty of Joseon cosmetics?

Sumin: Time-tested Hanbang ingredients are the most important feature that other brands.

Karolina: What are the biggest skin concerns nowadays that your cosmetics are addressing?

Sumin: We want our products to address a number of skin concerns. However, sensitivity caused by damaged skin barrier and imbalance of moisture & oil is in our focus.

Beauty of Joseon serums
Beauty of Joseon serums

Karolina: How do your cosmetics tackle these issues?

Sumin: The most basic thing is the balance of moisture & oil in the skin, and we make every single product with the exact purpose that targets specific skin concern.

Karolina: In this case, how long does it usually take to see the results and benefits of the cosmetics?

Sumin: We believe that everyone’s skin is different. Hence, they have their own skin type and they experience a different combination of skin concerns. However, if a person uses the ‘right’ product for their skin, it usually takes 2-4 weeks to see the difference.

Beauty of Joseon- repair serum
Beauty of Joseon- repair serum

Future of Beauty of Joseon

Karolina: In which direction is the brand going? What are your plans for next 3-5 years?

Sumin: Our goal is to be both ‘Clean Hanbang skincare’ & ‘Korean lifestyle brand’. in more details:

Clean Hanbang Skincare : We are currently on reformulating our old products (Dynasty cream, Apricot blossom peeling gel, Radiance cleansing balm) with clean ingredients. And our newly launched products (3 types of serums, sheet mask) are formulated only with clean ingredients.

Beauty of Joseon Calming Serum
Beauty of Joseon Calming Serum

Korean lifestyle brand: Not only the skincare products, but we’re also going to offer our customers Korean lifestyle goods that are inspired by the Joseon Dynasty. Two keywords that we describe the lifestyle of Joseon is ‘Practical’ and ‘Eco-friendly’.

Karolina: That sounds amazing. What are the new products we can expect? What will be their purpose?

Sumin: We are planning to launch new products. Firstly, we will launch Ginseng Essence Water: Moisturizing essence for hydrating, moisturizing, anti-wrinkle care. In addition, we will launch will be a Gel Cleanser. This will be a 2nd step cleanser that contains mungbean extract. Finally, we are planning to launch our first sunscreen.

Karolina: We cannot wait to get add new products to our offer.

Beauty of Joseon Glow Serum texture
Beauty of Joseon Glow Serum texture


Karolina: How do you want customers to remember your brand?

Sumin: Korean skincare brand that makes our customer life better.

Karolina: What are the ingredients you would recommend incorporating to everyday skin routine?

Sumin: We highly recommend to looking for synergy.

While we create the products, we also are focusing on these ingredients that can create synergy.

For example, we use Green plum + AHA for brighter skin, Propolis + Niacinamide for pore tightening and Ginseng + Snail Mucin for anti-wrinkle, nourishing.

Beauty of Joseon textures
Beauty of Joseon textures

Beauty of Joseon about skin rituals

Karolina: What are two skincare must-have products everyone should have in their everyday skin care?

Sumin: We would highly recommend Bubble Toner: Green Plum + AHA and Repair Serum: Ginseng + Snail Mucin

The first one is for removing skin impurities, dead cells and sebum so that other effective ingredients can be absorbed well. The latter one is for focusing on hydrating and nourishing.

Karolina: If you were asked to give one advice on skincare, what would it be?

Sumin: Exfoliate regularly and keep your skin hydrated.

Karolina: Thank you for finding time and sharing with us your story.

Shop the products here.