Brand Comparison
KIKO Milano 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)
KIKO Milano
KIKO Milano is what happens when an Italian fashion-family business decides to build a global beauty brand at H&M prices. The Smart Fusion lipsticks, 3D Hydra Lipgloss, and Eyeshadow Palettes are the workhorses — pigments are good, packaging is sleek, and you can rebuild a vanity for under €100. Not the most innovative, but reliably better than its price point suggests.
Pros
- ✓ Excellent value across the line
- ✓ Italian-design packaging
- ✓ Wide global retail footprint
- ✓ Strong lipstick formulations
Cons
- ✗ Skincare range is thin
- ✗ Some shimmers fall out
- ✗ Branding leans fashion, not skincare
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
