Boots shoppers have been rushing to buy a new collection that has just landed in stores and online from a viral beauty brand known for delivering 'glass skin' results.
The high street retailer now stocks Beauty of Joseon, a top Korean skincare brand that uses traditional 'hanbang' methods to create healthy and youthful skin with natural medicinal ingredients. Featuring cleansers, moisturisers, serums and sunscreens, the new range is already flying off the shelves - with hundreds of shoppers snapping up the cult favourites on the Boots website which start from just £15.
Fans of the brand rejoiced as Boots shared the news on social media, with a video revealing the Beauty of Joseon products in stock racking up hundreds of thousands of views on TikTok and leaving beauty lovers flocking to the comments section to share their excitement. "Ok, I need it all," one person declared, while another said: "Yes! One of my favourite brands!"
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"I love these so much! Such a good brand," another shopper raved, with someone else echoing: "Can't wait to get my hands on this." And a different follower praised: "Boots, you have really upped your game!"
There are eight products available to buy in the Beauty of Joseon range at Boots, with the favourite so far proving to be Relief Sun: Rice + Probiotics for summer holiday season. Priced at £15.50 at Boots - although it's currently available cheaper on Amazon at £13.95 - this SPF50+ sunscreen is designed to provide protection without greasy residue, while the calming ingredients are suitable even for sensitive skin.
One early Boots reviewer said of the sunscreen: "Glides on smoothly and gives a beautiful glass skin effect. Sits nicely with the rest of my skincare and acts as a brilliant primer for makeup too. Feels really clean and fresh on my face - you need to try this!"
Another top choice from the Beauty of Joseon collection is the Revive Eye Serum: Ginseng + Retinal, which has a price tag of £15 at Boots - again, slightly cheaper on Amazon at £14.15 - designed to improve wrinkles while providing nutrients and hydration to the delicate eye area. And rounding off the top three bestsellers in the range is the Beauty of Joseon Glow Serum: Propolis + Niacinamide for £15 (£2 cheaper than Amazon), which helps to control sebum secretion and keep skin moist to minimise pores and calm inflamed skin.
Elsewhere in the new collection is Beauty of Joseon Ginseng Cleansing Oil for £17 (£1 cheaper than Amazon), made to remove impurities for a clean and refreshed look, which can be followed by the Dynasty Cream for long-lasting moisture packed full of healthy skin ingredients - this is £21 at Boots, but is currently £19 on Amazon. And for summer getaways there's the Matte Sun Stick : Mugwort + Camilia too (£15.50 at Boots, £12.49 on Amazon), with a convenient hands-free application perfect for when you're out and about on holiday.
Rounding off the Boots range are the £15.50 Beauty of Joseon Ginseng Essence Water and the £15 Revive Serum: Ginseng + Snail Mucin with moisturising and anti-ageing properties. Snail mucin has become an unusual must-have ingredient on the beauty scene recently, with the viral COSRX Advanced Snail 96 Mucin Power Essence having racked up nearly 90,000 ratings on Amazon - it's currently available for less than half price at just £11 too.
For Beauty of Joseon fans who can't get enough of the brand, Amazon offers more products perfect for trying out the collection including the Hanbang Serum Discovery Kit, on offer at the time of writing for £18.75 reduced from £32. Meanwhile, the Beauty of Joseon website offers a Glass Skin Kit for £33, which includes the Glow Serum, Dynasty Cream and collectable PopSocket.
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