Brand Comparison
Klavuu 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)
Klavuu
Klavuu is the K-beauty brand that took pearl extract from K-beauty curio to category-defining ingredient. Founded in 2014 and built around the White Pearlsation line, the brand uses real freshwater pearl extract (not just pearl powder) as the lead active across most of its catalog. The UV Protection Secret Tone Up Sunscreen became the brand's flagship — a tinted iron-oxide-supported pearl-tone-up SPF that delivers visible brightening alongside photoprotection. Klavuu's catalog runs across cleansers, toners, essences, and sunscreens, all built on the pearl-extract foundation.
Pros
- ✓ pearl extract as a lead active is genuinely differentiated in K-beauty
- ✓ UV Protection Secret Tone Up Sunscreen delivers visible brightening + SPF
- ✓ marine-derived ingredient platform consistent across the catalog
- ✓ accessible mid-tier pricing for a niche-positioned brand
Cons
- ✗ pearl-extract positioning is unfamiliar to international consumers
- ✗ marketing aesthetic feels more traditional than modern K-beauty indies (Anua, Numbuzin)
- ✗ international distribution outside Olive Young Global is limited
- ✗ narrower catalog than larger K-beauty brands
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.
