What is Beauty of Joseon?
Beauty of Joseon is a South Korean (K-beauty) brand that blends 'hanbang' — traditional Korean herbal ingredients such as rice, ginseng and propolis — with modern, well-studied actives. The result is a range that feels both heritage-inspired and effective, delivered in elegant, affordable formulas. It has built a large global following and is among the most searched K-beauty brands in the UAE.
The brand's appeal is that it makes gentle, glow-focused Korean skincare accessible: nourishing, hydrating and brightening products that suit a wide range of skin types without harshness or a complicated routine.
The hero: Relief Sun rice + probiotics sunscreen
Beauty of Joseon's breakout hit is its Relief Sun: Rice + Probiotics SPF50+ sunscreen. It became one of the most talked-about K-beauty sunscreens for a lightweight, comfortable finish with minimal white cast — a common complaint with high-protection formulas. For daily wear, a sunscreen you actually enjoy applying is one you'll use consistently, which is what matters most.
Because daily sun protection is the single most effective anti-ageing and anti-pigmentation step, an elegant SPF that suits humid, hot weather is genuinely valuable — particularly in the Gulf.
Beyond sunscreen
The range extends into glow and hydration. The Glow Serum (propolis + niacinamide) is a much-loved lightweight serum for radiance and general skin clarity, while the Ginseng Essence Water offers hydrating, antioxidant-rich prep. There are also gentle cleansers and moisturisers that fit the brand's nourishing, non-irritating philosophy.
Because the formulas are gentle and layer easily, Beauty of Joseon works well as a complete routine or mixed with actives from other brands for targeted concerns.
Who it's for, and using it in the Gulf
Beauty of Joseon suits people who want radiant, hydrated skin with gentle, affordable K-beauty — and anyone looking for a sunscreen that's pleasant enough to wear every single day. It's beginner-friendly and works across most skin types.
In the UAE's heat and humidity, the lightweight Relief Sun and Glow Serum are a natural daily pairing. The brand is stocked in the UAE, including at Cicabelle, making it easy to build a routine around its heroes.
The verdict
Beauty of Joseon delivers heritage-inspired, glow-focused K-beauty at an accessible price, anchored by one of the most-loved sunscreens in skincare. For gentle radiance and a genuinely wearable SPF, it's an easy recommendation. Read the verified customer reviews below.
