The premium brand Beauty of Joseon takes its inspiration from the epoch of the same name in Korean history. The products are based on a combination of ancient medical knowledge from Gyuhapchongseo, modern technology and a conscious attitude to skin care.

Beauty of Joseon products are based on simple but effective ingredients: ginseng, honey, rice, root and herbal extracts. These are the ingredients that helped Joseon women to take care of their skin, which was considered to be their main adornment.