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Clean Skincare· established
MainstreamBeauty of Joseon
Seoul, South Korea · Founded by Sumin Baek · Founder-led
Hanbang-rooted, clinically current K-beauty — Joseon-era ingredient wisdom validated by modern dermatology, with Relief Sun as its global hero.
Why it matters
Founded 2016 by Sumin Baek with a scholarly starting point: the Joseon-era encyclopedia Gyuhap Chongseo, written by female scholar Yi Bingheogak. Built as a single-product operation before Relief Sun: Rice + Probiotics SPF 50 PA++++ became one of the most viral clean SPFs globally. Now distributed in Sephora US, Space NK UK and major K-beauty specialist retailers worldwide; cited as the brand that proved Hanbang heritage could be a global mass-market thesis, not just heritage marketing.
Ingredients we're watching
External
beautyofjoseon.com →Other brands in Clean Skincare
Coverage on Clean Skincare
Graph relationships
Timeline
Sources
- 01Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea ↗Glossy Beauty Podcast
- 02