Brand Comparison
Kurved 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)
Kurved
Kurved is one of the most compelling K-beauty launches of the past two years. Founded in late 2024 by former broadcast journalist So-Young Kim, the brand bets on NMN — a cellular energy ingredient that's become a buzzword in longevity science — paired with peptides. Entering Ulta in late 2025, Marie Claire-flagged.
Pros
- ✓ Buzzy NMN-led formulations
- ✓ Strong founder story
- ✓ Ulta US distribution
Cons
- ✗ Very new brand (2024)
- ✗ Limited long-term review history
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
