Brand Comparison
I Dew Care 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 7.8)
I Dew Care
I Dew Care is the K-beauty indie that built its identity on Sephora US distribution and TikTok virality. Founded in 2017 in Seoul as part of Memebox's accelerator program, the brand launched directly into the US prestige channel — bypassing the typical K-beauty exporter route through Olive Young Global. The Bright Side Up Vitamin C Serum, the Disco Kitten Glittery Sheet Mask line, and the Are You Saying Lash Lash mascara built the brand's TikTok-first cult following. Pricing sits at the accessible-prestige tier ($18-32 per product), and the brand's catalog leans heavily on multivitamin formulations and playful packaging.
Pros
- ✓ Sephora US distribution makes the brand accessible without K-beauty importer friction
- ✓ multivitamin formulations like Bright Side Up are genuinely active-loaded
- ✓ TikTok-first marketing aesthetic reads modern in a category dominated by traditional K-beauty branding
- ✓ accessible-prestige pricing without prestige overhead
Cons
- ✗ catalog reads more 'aesthetic' than 'category-defining'
- ✗ limited innovation pipeline vs the deeper indie K-beauty brands (Anua, Numbuzin, Mixsoon)
- ✗ playful packaging may turn off prestige-positioning purists
- ✗ less depth in skincare-only categories compared to broader K-beauty competitors
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.
