Why This £15 Korean Serum Is Trending
THE BRAND
Beauty of Joseon is the K-beauty brand reimagining traditional skincare for today – blending time-honoured ingredients like rice, ginseng and propolis with cutting-edge Korean tech. The result? Formulas that feel gentle but deliver serious glow.
THE HYPE
TikTok’s skincare girlies have spoken – the Glow Serum is the new go-to for tackling breakouts and getting that glazed skin finish. We love how it calms, hydrates and subtly refines texture without feeling heavy or sticky – exactly the kind of product you want in the rotation when the heat, SPF and city grime start to throw your skin off balance. It’s lightweight, easy to layer and strikes just the right balance between soothing and glow-giving.
THE FORUMLA
At the heart of the Glow Serum is a blend of propolis (known for its anti-inflammatory, antibacterial powers) and niacinamide (the skin-brightening all-rounder). Together, they work to balance oil, reduce redness and smooth uneven tone – all without overwhelming the skin – making it perfect for tackling hormonal breakouts and post-sun irritation. The honey-like texture sounds rich but it melts into the skin fast and wears effortlessly under your SPF or make-up. Whether you’re dialling things back for holiday or trying to keep your skin in check during a heatwave, this one does it all.
THE TIPS
Apply it after toner and before moisturiser – morning or night – to help minimise pores and reduce sebum. You can also layer it under your SPF for an extra hit of hydration. If you’re into skin cycling, it’s a great ‘recovery day’ product to help soothe and strengthen your skin barrier.
THE ROUTINE
If you’re keen to build that K-Beauty glow from the ground up, here’s how the LGs are using the brand’s bestsellers…
Step 1: Tone
Glow Replenishing Rice Milk, £15
Start with the Glow Replenishing Rice Milk, a dual-layer toner that hydrates, soothes and refines texture thanks to a nourishing blend of rice extracts and amino acids.
Step 2: Treat
Glow Serum : Propolis + Niacinamide, £14.50
Follow up with the Glow Serum: Propolis + Niacinamide. It works to calm inflammation, balance oil and add a luminous finish that feels as good as it looks.
Step 3: Moisturise
Dynasty Cream, £20.50
Next up, Dynasty Cream. This OG K-beauty favourite is glass skin in a jar – creamy, hydrating and full of skin-loving ingredients like ginseng and niacinamide.
Step 4: Brighten
Revive Eye Serum : Ginseng + Retinal, £14.50
Tap in the Revive Eye Serum: Ginseng + Retinal to brighten and firm the under-eye area with a lightweight, serum-like texture.
Step 5: Protect
Relief Sun : Rice + Probiotics, £15
Seal everything in with the Relief Sun: Rice + Probiotics SPF50. It feels more like a moisturiser than a sunscreen – no white cast, just bouncy, dewy skin.
THE INSIDER REVIEW
“I always say you can tell a great serum by how quickly it earns a permanent place in your routine – and this one did exactly that. The texture is dreamy, it sinks in effortlessly and I love that it gives my skin a fresh, juicy glow without feeling greasy. Plus, it makes my make-up look that bit fresher. Since using it, I’ve noticed my complexion looks calmer and more even – and I love how well it plays with everything else in my routine. I’ve got really sensitive skin, so I’m a fan of how gentle this and all of Beauty Of Joseon's products are.” – Sapna Rao, Fashion & Beauty Editor
Shop now at BEAUTYOFJOSEON.COM
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