TikTok virality is not always a sign that a beauty product is worth investing in – but when it comes to Beauty of Joseon, the hype is well deserved.
The brand may have launched in South Korea in 2019, but in the short time it’s been on UK soil – in Boots in June 2024 and Sephora in July 2025 – the skincare label has not only become the best-selling K-beauty brand at the former, but, according to the retailer, one product sells every 45 seconds.
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Beauty Of Joseon Relief Sun: Rice+Probiotics SPF50+
Beauty of Joseon has its roots in traditional Korean medicine. Known as hanbang, it’s an ancient system that promotes natural healing using herbal ingredients, but the twist is the addition of science-backed actives.
Its dedicated following may be drawn in by its affordability, but it has stuck around for its high-quality ingredients and if-you-know-you-know edge. Saying that you use the Relief Sun Rice + Probiotics SPF50+ or Glow Deep Serum with rice and alpha arbutin is the ultimate beauty flex.
The line-up is constantly evolving, so what are the formulas worth adding into your routine? The Vogue beauty team has been trialling the full range over the last month and these are our favourites.
Shop the Vogue edit of Beauty of Joseon skincare
Beauty by Joseon Relief Sun Rice + Probiotics SPF50+
Beauty Of Joseon
Relief Sun Rice + Probiotics SPF50+
- Why it’s Vogue-approved: This SPF recently went viral for a reason. Offering high UV protection, anyone who’s tried it will know that it feels like a lightweight moisturiser that couldn’t be more comfortable to wear. Perfect for even the most sensitive skin, it’s a great example of excellent K-beauty formulating.
- Editor’s experience: “The viral TikTok product that earned Beauty of Joseon its cult status, the Relief Sun Rice + Probiotics SPF50+ is a lightweight daily skin protection cream with an advanced formula that makes it one of the most easily applied SPFs I’ve ever used. It doesn’t feel sticky or heavy and can be layered under make-up with no pilling. Rice extract, vitamins B, C and E and amino acids and minerals are the main ingredients that combine to create nourishing, glow-giving (but non-greasy) sun care that is easily absorbed.” – Ellie Davis, senior beauty shopping writer
