Brand Comparison
Haruharu Wonder 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)
Haruharu Wonder
Haruharu Wonder took one ingredient — black rice — and built an entire brand identity around it, and the gamble paid off. The Black Rice Hyaluronic Toner is a genuine sleeper hit: deeply hydrating, packed with antioxidants, and formulated without the long list of sensitizers that plague many toners. The serum and cream round out a cohesive line that feels purposeful rather than padded. The vegan, clean positioning isn't just marketing here — the ingredient lists are genuinely short and thoughtful. A brand for people who care about what's NOT in their products.
Pros
- ✓ Black Rice line is cohesive and genuinely effective
- ✓ Vegan and cruelty-free with short ingredient lists
- ✓ No synthetic fragrance across the range
- ✓ Affordable for clean-beauty positioning
Cons
- ✗ Very limited product range
- ✗ Black rice focus means the brand is niche
- ✗ Not widely stocked outside online retailers
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
