Snail mucin, fermented rice water, ginseng root extract. No not the recipe for a magic potion but the ingredient list for many K-beauty products. But don’t be fooled. Behind the exotic sounding components lies a sophisticated approach to skincare that’s revolutionising the beauty industry. One brand that has captured the essence of K-beauty is Beauty of Joseon. The skincare brand started life as an insider secret but thanks to TikTok - where else - its popularity has skyrocketed. It's even joined the well stocked beauty shelves of Boots, which means you can finally try before you buy. Race you to the beauty aisle.
First, what's the deal with K-beauty? In South Koreaalone, young women reportedly spend between $500 to $700 monthly solely on skincare, the 'K Beauty' hashtag has just under 1 million posts on TikTok and the global market is expected to hit a staggering $13.9 billion by 2027. What’s driving this obsession? A combination of serious innovation and the relentless desire to achieve that coveted 'glass skin' glow. Korean beauty brands are pushing boundaries, introducing unique ingredients and cutting-edge formulas that deliver real results.
At Grazia the hype has spread beyond the beauty team. We love the simple, no-fuss formulations packed with hydrating ingredients that help achieve that enviable 'skin lit from within' vibe. Plus, we’re particularly impressed by their commitment to using Hanbang ingredients - that's traditional Korean medicinal herbs. This gives the products an edge while staying true to the heart of K-beauty.
Watch: TikTok reactions to Beauty of Joseon
Joseon’s standout products - including the eye serum and sunscreen - have become social media sensations, generating a loyal following of skincare enthusiasts. These products have garnered rave reviews for their ability to hydrate, protect, and brighten the skin, leaving it looking refreshed and rejuvenated. Not sure where to start? Here are a few of our Joeson favourites to get you started:
Shop: The Best Beauty of Joseon Products
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Renee Washington Digital Fashion And Beauty Assistant says, 'I first heard about the Beauty of Joseon Revive Eye Serum through endless TikTok scrolling. One video leads to another, and suddenly you’re deep-diving into the world of K-beauty. I was instantly intrigued by the promise of ginseng and retinal working together to fight dark circles. The before-and-after pictures were seriously impressive. I’ve been using it on and off, so I can’t say I’ve seen a dramatic difference in dark circles just yet. But I *can* confidently say it’s great for puffiness. A few dabs of this serum and the puffiness is significantly reduced. It can also been used on other parts of your face too.’
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Renee Washington Digital Fashion And Beauty Assistant says, 'I’ve been using the Glow Serum morning and night for a few weeks now and I’m really impressed. Its an interesting gel/oil consistency and I use it after cleansing and toning. My skin looks noticeably brighter and more even-toned. I love the combination of propolis and niacinamide – it’s a real game-changer. It’s the perfect product for anyone looking to achieve that coveted dewy, luminous look that K-beauty is known for.'
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Natalie Hammond Senior Fashion News Editor says, 'Die-hard fans of the brand will be on first-name terms with its hero product: Relief Sun: Rice + Probiotics. This SPF 50 sun cream is the opposite of the highly effective but highly greasy, sticky, smothering formulas you probably associate with summertime. It feels like a lightweight moisturiser in my fingers and glided – glided! – onto my face just this morning, with a pleasingly matte finish that left my skin feeling bouncy and supple. Wearing this every day is a pleasure not a chore!'
Natalie Hammond Senior Fashion News Editor says, 'My skin went through a phase of being dry, which it’s always been, and oily. Enter Beauty of Joseon’s Red Bean Water Gel, which is marketed as being particularly good at minimising the feeling of oiliness, while providing that all-important moisture. Even though my skin has since recovered from its spell of being combination, I still use this gel. I love how it gives my skin that glassy look while it’s being absorbed, while also feeling weightless and nourishing at the same time. Don’t knock it till you’ve tried it.'
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Natalie Hammond Senior Fashion News Editor says, 'I started using essence, which is like a hydrating toner, about a year ago and haven’t looked back since. While some formulas are gel-like in consistency, Beauty of Joseon’s is more of a liquid, which is appropriate (think of it as a big drink of water for the skin prior to your moisturiser going on).'
Renee Washington, Grazia's Digital Fashion and Beauty Assistant, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie.