Brand Comparison
Helan 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)
Helan
Helan is the Italian organic brand for people who actually read INCI lists. ECOCERT-certified across most of the line, formulations lean botanical-rich without crossing into greenwash territory, and the prenatal/post-pregnancy collection is one of the better European options for sensitive expecting skin. Available mostly in Italian organic shops and pharmacies — a quiet workhorse rather than a hype brand.
Pros
- ✓ ECOCERT-certified across most products
- ✓ Strong prenatal/postnatal range
- ✓ Genuine clean-formulation rigor
- ✓ Italian heritage
Cons
- ✗ Limited distribution outside Italy
- ✗ Branding leans clinical, not editorial
- ✗ Range is wide but uneven
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
