Serene · Brand profile
Beauty of Joseon
Hanbang glow without the dynasty price tag, just works on tired skin.
5 products in Serene's catalog
Beauty of Joseon started in 2019, a small Korean brand out of Seoul that pulls from hanbang, the old-school herbal medicine my halmeoni swore by. They're mid-tier affordable, not the drugstore basics like COSRX but nowhere near Sulwhasoo's premium price. What sets them apart is blending Joseon dynasty-inspired ingredients, rice and ginseng mostly, into simple formulas that feel gentle and effective without the hype. No flashy packaging, just clean white tubes and jars that nod to traditional apothecaries. They're competing against hanbang players like Sulwhasoo or Aestura, but at a fraction of the cost, and against the essence-heavy lines from Isntree or Mixsoon. I like how they skip the 10-step nonsense, focusing on hydration and glow for city skin that deals with pollution and dry air. After testing their stuff post-shift, it's reliable without being revolutionary, which is exactly what I want from K-beauty these days.
Known for
They excel at hanbang hydration, using rice bran, propolis, and ginseng in lightweight textures that absorb fast without greasiness. The philosophy is straightforward: revive dull skin with fermented extracts and niacinamide for even tone, no unnecessary fillers. Their top builders are the Rice serum for brightening uneven spots and the Dynasty Cream for locking in moisture on dry patches. I've seen them shine on combination skin like mine, calming sensitivity without overwhelming. It's not magic, but consistent use smooths texture over weeks, especially in winter when New York's heat dries everything out.
Who it's for
This is for dry to combination types chasing glow without irritation, on a $15-20 budget per product. If you're into gentle hanbang for dull, uneven skin or puffy eyes from late nights, it's a fit. Archetype: the pragmatic skincare person who wants heritage ingredients minus the luxury markup. Skip if you're super oily or need heavy acne treatment, these are more about soothing and hydrating than deep pore work.
Where to start
Begin with the Glow Deep Serum Rice Alpha-Arbutin, it's their bestseller for tackling dullness and spots with rice extract and arbutin in a light essence that layers easily under moisturizer. Pair it with the Dynasty Cream for all-day hydration on dry cheeks, it sinks in without shine and holds up through subway commutes. Both under $17, they're low-risk entries that show the brand's hanbang side without committing to the full lineup.
The Beauty of Joseon lineup
Every Beauty of Joseon product in the Seoul Rite catalog, ranked by buyer rating.
