Brand Comparison
Naturium 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 8.2)
Rating8.2/109/10
Price RangeBudget ($)Budget ($)
Founded20202014
OriginUnited StatesSouth Korea
Products519
Best ForOily, Combo, normal, Acne-ProneCombo, Oily, Sensitive, Dry
PhilosophySusan Yara's influencer-meets-formulator budget-actives line — derm-adjacent ingredients at Target prices.Hanbang (traditional Korean herbal medicine) meets modern cosmetic science. Heritage ingredients like rice, ginseng, and propolis in contemporary formulations.
Naturium
Niacinamide Gel 12% and Plant Ceramide Moisturizer are dupes for $60+ products you do not need. Founder Susan Yara is a real formulator, not just a face — it shows.
Pros
- ✓ Active percentages that actually match the label
- ✓ Derm-adjacent founder story
- ✓ Target/Amazon accessibility
Cons
- ✗ Some textures (the niacinamide gel) are polarizing
- ✗ Growth pains — products sometimes sell out
- ✗ Packaging is utilitarian
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
