Brand Comparison
Kiehl's 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 8.4)
Rating8.4/109/10
Price RangeMid-Range ($$)Budget ($)
Founded18512014
OriginUnited StatesSouth Korea
Products619
Best ForDry, Mature, Sensitive, normalCombo, Oily, Sensitive, Dry
PhilosophyApothecary-founded skincare — original formulas written by pharmacists, glass jars, white-coated in-store associates.Hanbang (traditional Korean herbal medicine) meets modern cosmetic science. Heritage ingredients like rice, ginseng, and propolis in contemporary formulations.
Kiehl's
The last American brand that still smells like an apothecary. Midnight Recovery is a legacy classic. Corporate but consistently good.
Pros
- ✓ Heritage apothecary feel
- ✓ Solid formulas
- ✓ Widely available
Cons
- ✗ L'Oréal ownership dilutes heritage
- ✗ Some ranges are dated
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
