Brand Comparison

Purito 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 7.5)

Purito Beauty of Joseon

Rating7.5/109/10

Price RangeBudget ($)Budget ($)

Founded20172014

OriginSouth KoreaSouth Korea

Products719

Best ForSensitive, Dry, ComboCombo, Oily, Sensitive, Dry

PhilosophyClean, centella-focused skincare with full ingredient transparency. Named from 'purify' + 'to' (earth) — a commitment to clean formulations.Hanbang (traditional Korean herbal medicine) meets modern cosmetic science. Heritage ingredients like rice, ginseng, and propolis in contemporary formulations.

Purito

Purito had a rough public moment when their original sunscreen was found to have lower SPF than claimed. To their credit, they pulled the product, reformulated, and came back with improved transparency. The current Centella line is genuinely good — particularly for sensitive skin. A brand that earned respect by owning a mistake.

Pros

✓ Centella formulations are excellent
✓ Fully transparent about ingredients and concentrations
✓ Learned from SPF controversy and improved
✓ Truly unscented options

Cons

✗ Still rebuilding trust after SPF incident
✗ Small product range
✗ Some products lack the punch of competitors
✗ Not widely available in physical retail

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