Brand Comparison
Indy Beauty 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 7.5)
Rating7.5/109/10
Price RangeMid-Range ($$)Budget ($)
Founded20172014
OriginStockholm, SwedenSouth Korea
Products219
Best Fornormal, Combo, DryCombo, Oily, Sensitive, Dry
PhilosophyCelebrity-founded Swedish skincare — celebrity indie but with real formulation depth. Think Nordic Rhode.Hanbang (traditional Korean herbal medicine) meets modern cosmetic science. Heritage ingredients like rice, ginseng, and propolis in contemporary formulations.
Indy Beauty
Swedish musician-founded skincare that outgrew the celebrity-brand critique. Formulations are legitimately good.
Pros
- ✓ Celebrity founder built real depth
- ✓ Strong Scandinavian aesthetic
- ✓ Mid-tier accessible pricing
Cons
- ✗ Celebrity-brand skepticism
- ✗ Limited US retail
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
- ✗ Hanbang marketing can feel vague
- ✗ Some products sell out frequently
