Yes, Beauty of Joseon is a legitimate Korean skincare brand, and its products are made in South Korea. Its popularity, especially of the Relief Sun sunscreen and the Glow Serum, has also made it a target for counterfeiters. The safest way to buy is from reputable retailers, and to know a few warning signs that a product may not be genuine.
This guide covers the brand’s background, why fakes are a real concern with skincare (and sunscreen in particular), and a practical checklist you can use before and after buying.
Who makes Beauty of Joseon?
Beauty of Joseon is a Korean brand whose concept is inspired by traditional beauty practices of the Joseon dynasty, a period of Korean history that lasted for about five centuries. Its products blend familiar modern ingredients such as niacinamide and retinal with ingredients long associated with Korean herbal tradition (hanbang), like ginseng, rice and green plum. Learn more in our guide to hanbang ingredients.
The packaging typically features Korean-inspired design and English labelling for international markets. Product names follow a consistent “Ingredient + Ingredient” pattern, for example Relief Sun: Rice SPF50+ or Revive Serum: Ginseng + Snail Mucin.
Why counterfeit skincare is a real risk
A fake moisturizer might simply be disappointing. A fake sunscreen is a bigger problem, because you cannot see or feel whether it actually contains effective UV filters at the claimed level. Counterfeit products may also be made without hygiene controls or with undisclosed ingredients, which raises the risk of irritation or reactions.
8 warning signs of a fake Beauty of Joseon product
- The price is far below what reputable sellers charge. A deep discount on a best-seller is the most common red flag.
- Spelling or font mistakes on the box or tube. Look closely at small text, ingredient lists and the brand name.
- Blurry printing, misaligned labels or cheap-feeling caps.
- No batch code or expiry information, or a code that looks printed on top of a sticker.
- A texture, colour or scent that differs clearly from previous genuine purchases.
- Missing or odd seals. Some products come with protective films or sealed boxes.
- Seller history that does not add up, such as a brand-new storefront selling large volumes at low prices.
- Listing photos that do not match the item you receive.
None of these signs is proof on its own, but two or more together are a good reason to stop using the product and contact the seller.
Buying on marketplaces: practical tips
Large online marketplaces can carry genuine stock, but listings may mix inventory from different sellers. To reduce risk:
- Check who the item is “sold by” and “shipped by”, not just the product title.
- Read recent reviews that mention texture, packaging or smell changes.
- Avoid bundles of “mystery” sizes or versions that you cannot find anywhere else.
- Keep the box and photos of the packaging until you are sure the product is genuine.
Sunscreen in Canada: an extra check
In Canada, sunscreens are regulated by Health Canada as non-prescription drugs or natural health products, depending on their ingredients. Products authorised for sale in Canada carry a DIN (Drug Identification Number) or NPN (Natural Product Number) on the label. Many imported Korean sunscreens are sold internationally without a Canadian number. If Canadian authorisation matters to you, look for that number, and read our guide on Korean sunscreen in Canadian winter for usage tips.
What to do if you think you bought a fake
- Stop using it, especially if it is a sunscreen or if your skin reacts.
- Photograph the packaging, batch code and the product itself.
- Contact the seller and the marketplace to request a refund.
- Leave an honest review describing what you noticed, to help other shoppers.
- Replace it from a seller you trust, and patch test the new product (see our patch test guide).
Signs of a genuine product after opening
Genuine products should look and feel consistent from one purchase to the next. The Glow Serum has a golden, slightly sticky texture typical of propolis serums. Relief Sun is a lightweight cream sunscreen that blends in without a heavy white cast for most users. Dynasty Cream is a richer cream in a jar. If yours looks watery, separated, unusually coloured or smells “off”, treat it with caution.
Where to buy in Canada
Start from our product pages, which gather details and current Canadian buying options in one place: Relief Sun, Glow Serum, Dynasty Cream and Revive Serum. For product picks, see our Relief Sun review and best products by skin concern.
FAQ
Is Beauty of Joseon a Korean brand?
Yes. It is a Korean brand and its products are made in South Korea.
Is Beauty of Joseon on Amazon real?
It can be, depending on the seller. Check who sells and ships the item, compare the price to reputable retailers and inspect packaging when it arrives.
Why does my Relief Sun look different from my last tube?
Brands sometimes update packaging or formulas. A small design change is normal, but a clearly different texture, smell or colour combined with other warning signs is worth investigating.
Can a fake sunscreen still protect me?
You cannot know. Because the UV filters and their levels are not verified, it is safest not to rely on a suspected fake for sun protection.