Founded by Sumin Lee, Beauty of Joseon is a Korean skincare brand inspired by the traditional beauty practices of the Joseon Dynasty (1392-1910). Rooted in the historical wisdom of the "Gyuhap Chongseo," an 1809 encyclopedia compiled by Yi Bingheogak, Beauty of Joseon draws from ancient Korean beauty secrets and skincare rituals used by women of the upper class during the Joseon era.