Beauty of Joseon in Australia: The Hanbang Story, the Best Products and Where to Start

Imagine a skincare brand that took its recipes from the royal court. Not in a marketing sense, but as a working idea: that the herbs, grains and roots documented in Korea's Joseon dynasty held clues worth rebuilding with modern science. Beauty of Joseon is that brand, and its story, from a quiet Seoul label to a sunscreen that seemed to be on every editor's list, is one of the most interesting in K-beauty.

The Beauty Desk · Beauty of Joseon · 10 minute read

If you have searched for beauty of joseon australia, beauty of joseon products, beauty of joseon bundle, beauty of joseon set or beauty of joseon reviews, this is the one-stop guide. Browse the full range in our Beauty of Joseon collection.

Where the name comes from

The Korean name, Joseon Minyeo, means the beauty of Joseon. Joseon was the dynasty that ruled Korea for more than five centuries, starting in 1392. According to brand histories, the label was founded in Seoul in 2010 with a mandate that sounds simple only in hindsight: take hanbang, the traditional Korean herbal approach, and rebuild it with modern cosmetic science at prices that make daily use realistic. One brand story put it well: many brands borrow a heritage story for the label, but Beauty of Joseon treats hanbang as a working framework, choosing herbs with a long record of soothing skin and then asking modern formulation to make them perform.

The turning point

Published histories describe 2019 as the real turning point, when the brand was acquired by Goodai Global, a young Korean company that repositioned it as a modern hanbang brand and aimed first at North America, then Europe. The bet paid off, helped by social media. The Relief Sun sunscreen rose to the top of sunscreen charts on a major online retailer in the United States, and the brand arrived at a large US beauty chain in 2025. It went from a Seoul favourite to one of the most searched K-beauty names in the world.

Why the Relief Sun became the hero

The Beauty of Joseon Relief Sun: Rice + Probiotics SPF50+ PA++++ ($30.95) is described by reviewers as a hydrating, cosmetically elegant sunscreen that was among the first on the Western market to avoid the dreaded white cast. It uses fermented rice extract and grain probiotics, and reviewers frequently call it one of the most wearable daily sunscreens around. If you prefer a lighter feel, the Beauty of Joseon Relief Sun Aqua-Fresh ($27.95) is the fresher option, and the Beauty of Joseon Matte Sun Stick ($27.95) is the easy top-up. For a sun serum finish there is the Beauty of Joseon Ginseng Moist Sun Serum ($33.95). Australian guidance is to apply sunscreen generously and reapply every two hours outdoors.

The hanbang serums

The brand's other fame is its serums. The Beauty of Joseon Glow Serum: Propolis + Niacinamide ($32.95) is the glow favourite. The Beauty of Joseon Glow Deep Serum: Rice + Alpha-Arbutin ($28.95) is a gentle option for uneven-looking tone. The Beauty of Joseon Revive Serum: Ginseng + Snail Mucin ($31.95) was developed as an affordable alternative to prestige ginseng serums. The Beauty of Joseon Calming Serum: Green tea + Panthenol ($25.95) suits skin that likes things soft.

The cream everyone mentions

The Beauty of Joseon Dynasty Cream ($42.95) is repeatedly described by reviewers as a reliable rich moisturiser for dry skin, and as the premium hanbang step in the range. For eyes, the Beauty of Joseon Revive Eye Serum: Ginseng + Retinal ($28.95) is the targeted choice. Introduce retinal slowly and use sunscreen every morning.

Bundles and sets

If you have been searching for a beauty of joseon bundle or set, here are the real options. The Beauty of Joseon Deep Double Cleansing Duo ($59.95) is the easy first purchase. The Beauty of Joseon Honey Skin (Kkul-Gwang) Ritual (from $161.95) is the full glow routine, and the Beauty of Joseon Clear Skin and Pore Refining Ritual Set (from $161.95) is for oilier, congested-looking skin. See our wider skincare sets collection.

What reviewers say

Across independent reviews the themes repeat. People praise the elegant textures, the hanbang ingredients, the hydration and barrier-supporting feel, and the low irritation for most people. The Relief Sun is most often named the best value product. Honest reviewers also note that the heritage story is part of the marketing, and that results depend on your skin. We think that is a healthy way to read any brand.

How to build a routine

1. Cleanse with the oil or balm in the evening.
2. Tone.
3. Serum: glow, calming or revive.
4. Moisturise with the Dynasty Cream if skin is dry.
5. Sunscreen every morning.

Around Australia

• Sydney, NSW: the Aqua-Fresh sunscreen for humid days.
• Melbourne, VIC: the Dynasty Cream for dry winters.
• Brisbane and the Gold Coast, QLD: the Relief Sun and the Sun Stick for top-ups.
• Perth, WA: strong UV; reapply.
• Adelaide, SA: swap with the season.
• Canberra, ACT: dry air; add a calming serum.
• Hobart, TAS: richer creams.
• Darwin, NT: light textures and the Sun Stick.

Where we fit in

Eastern Curlew is an authorised Beauty of Joseon stockist and we dispatch from Sydney. We sell the products mentioned, so weigh our view accordingly. Prices come from the live product pages and can change.

Frequently asked questions

What is Beauty of Joseon best known for?
The Relief Sun Rice + Probiotics SPF50+ sunscreen, along with its hanbang serums and the Dynasty Cream.

What does hanbang mean?
It refers to traditional Korean herbal practice, which the brand uses as the inspiration for its ingredients.

Which Beauty of Joseon product should I buy first?
Most people start with the Relief Sun at $30.95.

Does Beauty of Joseon have sets in Australia?
Yes. The Deep Double Cleansing Duo is $59.95, and the Honey Skin Ritual and Clear Skin Ritual start from $161.95.

Where can I buy Beauty of Joseon in Australia?
From Eastern Curlew, an authorised stockist, dispatched from Sydney.

This article is general information only. It is not medical advice and does not replace advice from a doctor or dermatologist. Results vary from person to person, and you should patch test new products. This guide draws on our own product pages and on published brand histories, reviews and editorial coverage from Australian and international beauty and K-beauty publications and independent reviewers. Product information may change. Last checked: 10 November 2026.