During the Korean Joseon Dynasty (1392–1910), a flashy appearance was seen as obscene and something belonging to the lower class. As a result, women from noble families would put on makeup with minimal colours and focused more on creating clean and clear skin than applying makeup to adorn themselves.

During the same period, the book "Gyuhap Chongseo" (1809), also known as the Encyclopedia of the Joseon Dynasty, was written by a female scholar Yi Bingheogak. In addition to various housekeeping methods, this 200-year-old book also records the methods for cleansing and caring for smooth skin and beautiful hair.

Beauty of Joseon is a brand that has reinterpreted nature's unchanging beauty and traditional Korean skincare methods in a modern way. Based on the "Gyuhap Chongseo" that encompasses the wisdom of Joseon life, the products are created by combining Hanbang (traditional Korean herbal medicine) and effective modern ingredients together for healthier and brighter natural skin.