Brand Comparison
PUPA 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 7.9)
PUPA Milano
PUPA Milano is the Italian beauty house most international consumers know for makeup — the lipsticks, the multi-stack palettes, the playful pricing — but the brand has built a credible skincare line on the side that deserves separate attention. Founded in 1976 in Milan and family-owned through its history as part of the Micys Company group, PUPA's skincare strategy is anchored on the Timeless prebiotic anti-aging line (cotton extract, hairy lychee extract, prebiotic actives) plus the Elastin Shots and Night Recharge serum range. Formulations skew 94-98% naturally-derived, prices stay accessibly mid-tier, and the brand's distribution through Italian and European mass-prestige channels (Sephora, Douglas, Tigotà) makes it easy to access. Not a clinical-actives brand, but a competent everyday-skincare option with a stronger formulation story than the makeup-first reputation suggests.
Pros
- ✓ 50-year Italian-family-owned heritage and brand recognition
- ✓ prebiotic-anchored skincare formulations with 94-98% naturally-derived ingredients
- ✓ Timeless line and Elastin Shots serum offer competent everyday anti-aging at accessible mid-tier pricing
- ✓ wide distribution across Italian and European mass-prestige channels
- ✓ brand familiarity helps consumers cross over from makeup into skincare
Cons
- ✗ the makeup reputation overshadows the skincare line — most consumers don't know it exists
- ✗ no clinical-actives heroes (no retinol, no vitamin C ampoules, no peptide cocktails)
- ✗ fragrance present in most products
- ✗ limited global skincare recognition outside Italian and European markets
