Brand Comparison
HABA 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 8.5)
HABA
HABA is the Japanese cult brand that quietly built squalane skincare as a global category. Founded in 1983 in Tokyo, the brand's philosophy is genuinely radical even by today's clean-beauty standards: preservative-free, additive-free, fragrance-free, and minimal-INCI formulations. The Squa Facial Lotion (100% pure pharmaceutical-grade squalane in a tiny iconic bottle) is the brand's flagship — one or two drops as a pre-toner step delivers the glow that a multi-step routine can't. Beyond squalane, the G Lotion preservative-free toner, the Squa Facial Moisturizer, and the White Lady brightening essence extend the platform.
Pros
- ✓ pioneered squalane skincare as a global category
- ✓ preservative-free, additive-free, fragrance-free philosophy
- ✓ pharmaceutical-grade squalane sourcing
- ✓ decades-long Japanese cult validation
Cons
- ✗ preservative-free formulations have shorter shelf life
- ✗ minimalist ingredient lists may feel under-formulated to active-led routine fans
- ✗ limited international distribution outside YesStyle/Stylevana
- ✗ small-bottle pricing makes per-ml cost higher
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
