How Beauty of Joseon became a leader in K-Beauty sun care e-commerce

The Korean beauty skincare brand has been recognized by global market intelligence company Euromonitor International as the "Global No.1 K-Beauty Suncare Brand in Online Sales," based on 2025 global online retail sales. [1]

As the global sun care market evolves far beyond basic UV protection, K-beauty sunscreens have gained strong traction across the globe — driven by their reputation for lightweight textures, skincare-focused formulations, and invisible finishes.

"Sun care category growth is being driven by climate changes and the move toward lighter, breathable makeup. The standout is texture innovation, sunscreens that are serum-like, transparent, with no white cast are well-received by global consumers," said Kayla Villena, Global Insight Manager, Beauty and Personal Care at Euromonitor.

Beauty of Joseon has skillfully capitalized on this demand with lines combining UV protection and skin care. The brand’s iconic hero product, Relief Sun, has driven rapid global growth through organic consumer reviews praising its hydrating feel and dewy finish. Social media content across TikTok, Instagram, and YouTube has further amplified both Relief Sun and the brand’s global recognition.

In order to address the various needs of the market, Beauty of Joseon has also expanded its suncare portfolio with the weightlessly refreshing Relief Sun Aqua-Fresh and the easy-to-use Matte Sun Stick, both of which continue to show steady sales growth across global markets.

"We have continuously expanded our suncare lineup — from a single sunscreen to sun sticks, body sunscreens, and tone-up sunscreens — driven by a deep understanding of consumer needs across global markets. Euromonitor International’s recognition as the Global No.1 reaffirms our commitment to leading the Hanbang beauty category on the world stage," said Beauty of Joseon in a release.

According to Euromonitor International, the global suncare market reached approximately USD 18 billion in retail value sales in 2025, recording a compound annual growth rate (CAGR) of 11% from 2020 to 2025.