Rare in Korean neighbourhood stores, huge abroad: the Beauty of Joseon puzzle

A post in r/KoreanBeauty from someone who has lived in Korea for close to ten years: they had never seen Beauty of Joseon on a shelf, even at Olive Young, and did not know a single Korean who used it. They understood it as a brand aimed at overseas buyers and asked about the disconnect, and which products people actually swear by.

What the replies said

• Many pushed back: it is at Olive Young, but mostly in stores with lots of foreign shoppers such as Myeongdong, Gangnam, Hongdae or near Lotte World, while some neighbourhood branches don't stock it. Others found it outside tourist areas too, so it seems to vary by store.

• The sunscreens (Relief Sun and Aqua Fresh) were the most praised: comfortable and, for several people with deeper skin, no white cast. The fragrance-free cleansing balm, the Glow Serum and a ginseng eye serum also had fans.

• Critics called the formulas fine but basic, preferred brands like Skin1004, Haruharu Wonder or Round Lab, and felt it took off in the US partly because it was one of the first to bring Korean-filter sunscreen to American shoppers.

• One reminder landed well: where a brand sells is mostly logistics, marketing and supply. Another warned against influencer claims like "No. 1 in Korea".

• Someone noted the brand has a flagship store in Samcheong-dong.

Desk note: According to The Asia Business Daily, Goodai Global acquired Beauty of Joseon in 2019; the brand posted 320 billion won in sales in 2024 and grew at an average of 130% a year from 2022 to 2025. That export-led path explains much of the gap between its fame abroad and its low profile at home.

If you live in Korea, have you spotted it at your local store?

Original thread: r/KoreanBeauty — Beauty of Joseon isn't in local Korean stores, so what's the appeal? · See also: The Asia Business Daily

#BeautyOfJoseon #KBeautyBrands #OliveYoung #ExportBrands