K-Beauty takes over Sephora Italy: Beauty of Joseon arrives
The beloved Korean brand lands in Sephora stores
G-Club
April 18th, 2025
April 18th, 2025
After the success of Yepoda, Sephora Italy introduces a new experience in Korean skincare for beauty lovers with the arrival of Beauty of Joseon, a brand that combines tradition and innovation, inspired by the beauty secrets of the Joseon dynasty.
The philosophy of Beauty of Joseon
Beauty of Joseon was born from an idea by Sumin Lee, who wanted to bring to light the timeless beauty contained in ancient texts. The brand is inspired by the "Gyuhap Chongseo," an encyclopedia written over 200 years ago by the scholar Yi Bingheogak, which revealed cutting-edge skincare techniques for its time, and today, these are at the heart of every Beauty of Joseon product. The brand philosophy is based on the use of natural ingredients combined with the latest skincare technologies to offer highly effective treatments that deeply respect the skin. What sets Beauty of Joseon apart from other brands is its focus on the skin's microbiome. Every product is designed to preserve the natural balance of the skin, stimulating its regeneration and ensuring visible results over time.
The products available at Sephora
Sephora Italy has decided to bring these secrets into the routine of all K-Beauty enthusiasts, with a selection of products that promise to meet every need. Among the most anticipated novelties are the Relief Sun: Rice + Probiotics SPF50+, an innovative sunscreen that harnesses the power of rice and probiotics to protect the skin from sun damage, the Revive Eye Serum: Ginseng + Retinal, the eye serum that combines ginseng with retinal for an immediate anti-aging effect, Dynasty Cream, a nourishing cream that gives the skin a more youthful and radiant appearance, Relief Sun Aqua-Fresh: Rice + B5 SPF50+, a light and fresh sunscreen that, thanks to rice and vitamin B5, hydrates while protecting, and many more products!