Beauty of Joseon
A traditional Korean rice-water formula sold 50M units in three years.
A Korean husband and wife team built a skincare brand based on recipes taken from ancient Joseon, dynasty, royal court, beauty records. The brand's hero sunscreen now sells one bottle every 15 seconds globally. Yeo Rim Kim and her husband founded Beauty of Joseon in 2010 in Seoul as a small independent skincare project. The brand's differentiation was specifically historical. These were sourced from Dongyubagam, a 17th century Korean medical encyclopedia and from records of cosmetic preparations used by Joseon, dynasty queens and courtiers. Ingredientss like rice extract, ginseng, propolis and Korean mugwatt reflected traditional court compositions. The hero product Relief Sunrise Probiotics is a chemical sunscreen formulated with rice water and niacinamide.
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