Brand Comparison
e.l.f. SKIN vs Beauty of Joseon
A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?
Our Pick
Beauty of Joseon
Higher editor rating (9 vs 8.3)
Rating8.3/109/10
Price RangeBudget ($)Budget ($)
Founded20192014
OriginUnited StatesSouth Korea
Products219
Best Forteen, Combo, normalCombo, Oily, Sensitive, Dry
PhilosophyPrestige-adjacent formulas at dollar-store prices.Hanbang (traditional Korean herbal medicine) meets modern cosmetic science. Heritage ingredients like rice, ginseng, and propolis in contemporary formulations.
e.l.f. SKIN
e.l.f. Cosmetics pivoted hard into skincare circa 2019 and hasn't stopped. Everything is under $15, packaged like Drunk Elephant's younger sibling, and surprisingly competent. The best skincare gateway on the shelf at Target.
Pros
- ✓ Genuinely affordable, no asterisks
- ✓ Holy Hydration and Power Grip Primer are TikTok classics
- ✓ Fun, unpretentious branding
Cons
- ✗ Not every formula holds up — some thin, some fragrance-heavy
- ✗ Turnover is fast — discontinuations happen
- ✗ Gen-Z aesthetic may not land with older shoppers
Beauty of Joseon
Beauty of Joseon has quietly become one of the most impressive value propositions in K-beauty. Their Relief Sun is arguably the best budget sunscreen globally, and the Glow Serum delivers genuine results at a price that undercuts competitors by half. The hanbang angle could be gimmicky, but they back it with solid formulation science.
Pros
- ✓ Exceptional price-to-performance ratio
- ✓ Relief Sun SPF 50+ is a standout product
- ✓ Hanbang ingredients backed by real formulation
- ✓ Elegant textures despite budget pricing
Cons
- ✗ Limited product range compared to larger brands
