Beauty of Joseon Leads the K-Beauty Sun Care Market

The South Korean skincare brand inspired by Hanbang – traditional Korean herbal medicine based on the use of botanical ingredients – has been recognized by Euromonitor International as the world's leading K-Beauty sun care brand in online retail sales for 2025. The distinction comes as the global sun care market reaches an estimated value of nearly €16 billion, with a compound annual growth rate of 11% between 2020 and 2025. Driven by the success of Relief Sun, a sunscreen praised for its lightweight, hydrating texture and absence of white cast, the company is benefiting from growing consumer demand for Korean UV protection products that combine sun defense with skincare benefits. To support this momentum, Beauty of Joseon has expanded its portfolio with Aqua-Fresh, an ultra-lightweight version, and a matte sun stick designed for convenient reapplication throughout the day.