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Beauty of Joseon vs Purito

Rated by Lovi · Unbiased, science-based skincare AI trained on real user outcomes · How the Fit score works

Beauty of Joseon and Purito are Korean skincare brands founded in 2016 and 2017, respectively. Both are cherished for thoughtful moisturizers, serums, sunscreens, and more that suit dry skin and sensitive skin best with gentle daily care. The first brand features star ingredients like niacinamide, glycerin, and hyaluronic acid, while the second relies on soothing formulas to provide reliable nourishment for a calm complexion. They differ in their specific targeted options, such as the former brand offering the Ground Rice and Honey Glow Mask, Light On Serum: Centella + Vita C, and Revive Eye Serum, whereas the latter provides the Centella Unscented Toner, Daily Soft Touch Sunscreen, and Centella Unscented Serum.

Beauty of Joseon is a Korean skincare brand founded in 2016 and owned by Goodai Global Inc. since 2019.

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Purito is a Korean skincare brand founded in 2017 and owned by Corstone Capital since 2022.

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This page compares some of the most popular Beauty of Joseon and Purito products; for every product of both brands, with a fit score for your own skin, use the Lovi app.

Popular Beauty of Joseon vs Purito products

People Say

Beauty of JoseonPurito
  • Unique or pleasant texture Mostly MentionedMostly Mentioned
    • “feels like a light moisturizer — Beauty of Joseon Relief Sun: Rice + Probiotics”
    • “sinks in instantly — Beauty of Joseon Ginseng Essence Water”
    • “absorbs instantly into skin — Purito Oat-in Calming Gel Cream”
    • “perfect weight, not too light not too heavy — Purito Mighty Bamboo Panthenol Cream”
  • Gentle and non-irritating Mostly MentionedMostly Mentioned
    • “no irritation at all — Beauty of Joseon Revive Eye Serum”
    • “doesn't dry my skin like other cleansers — Beauty of Joseon Radiance Cleansing Balm”
    • “calmed my redness instantly — Purito Centella Unscented Serum”
    • “non-stinging — Purito Centella Unscented Toner”
  • Deep hydration and moisture Often MentionedSometimes Noted
    • “Saved my dry winter skin — Beauty of Joseon Dynasty Cream”
    • “Love that the new formula has no scent — Beauty of Joseon Dynasty Cream”
    • “makes skin look dewy and plump — Purito Deep Sea Pure Water Cream”
    • “Keeps area plump — Purito Wonder Releaf Centella Eye Cream”
  • Calms redness and oil control Sometimes NotedRarely Noted
    • “reduced my redness significantly — Beauty of Joseon Glow Serum”
    • “less shiny by noon — Beauty of Joseon Red Bean Water Gel”
    • “pores look cleaner — Beauty of Joseon Red Bean Refreshing Pore Mask”
    • “fungal acne safe — Purito Oat-in Calming Gel Cream”
  • Glass skin and radiant glow Sometimes NotedRarely Noted
    • “gives a glass skin look — Beauty of Joseon Glow Serum”
    • “Gives me that chok-chok dewy look — Beauty of Joseon Dynasty Cream”
    • “gives my skin an insane glow — Beauty of Joseon Ground Rice and Honey Glow Mask”
    • “gives dewy, glowy glass skin — Purito Mighty Bamboo Panthenol Cream”
  • Effective makeup removal and cleansing Sometimes NotedRarely Noted
    • “melts waterproof mascara — Beauty of Joseon Ginseng Cleansing Oil”
    • “melts away sunscreen easily — Beauty of Joseon Radiance Cleansing Balm”
    • “removes sunscreen well — Beauty of Joseon Green Plum Refreshing Cleanser”
    • “dissolves waterproof mascara easily — Purito From Green Cleansing Oil”
  • Insufficient hydration or dryness Sometimes NotedOften Mentioned
    • “skin felt tight later — Beauty of Joseon Red Bean Water Gel”
    • “little bit too stripping for dry skin — Beauty of Joseon Green Plum Refreshing Cleanser”
    • “just like water — Beauty of Joseon Ginseng Essence Water”
    • “skin felt tight after an hour — Purito Oat-in Calming Gel Cream”
  • Causes breakouts or acne Often MentionedSometimes Noted
    • “Broke me out in cystic acne — Beauty of Joseon Dynasty Cream”
    • “gave me cystic acne — Beauty of Joseon Ginseng Cleansing Oil”
    • “caused cystic acne — Purito From Green Cleansing Oil”
    • “gave me tiny whiteheads — Purito Centella Unscented Serum”
  • Scent and smell issues Often MentionedSometimes Noted
    • “smells like cooking oil — Beauty of Joseon Ginseng Cleansing Oil”
    • “smells like cheese — Beauty of Joseon Ground Rice and Honey Glow Mask”
    • “metallic scent — Purito Pure Vitamin C Serum”
    • “turned brown quickly — Purito Pure Vitamin C Serum”
  • Sticky or tacky finish Rarely NotedSometimes Noted
    • “Leaves a sticky film that doesn't go away — Beauty of Joseon Dynasty Cream”
    • “left my face feeling sticky — Beauty of Joseon Glow Serum”
    • “slightly sticky at first — Beauty of Joseon Red Bean Water Gel”
    • “tacky when it's dry — Purito Mighty Bamboo Panthenol Cream”

Beauty of Joseon vs Purito routines for dry skin

See multi-brand routine · 98% fit

Beauty of Joseon vs Purito routines for oily skin

See multi-brand routine · 97% fit

Beauty of Joseon vs Purito routines for combination skin

See multi-brand routine · 96% fit

Questions and answers

Beauty of Joseon or Purito: which is better?

Purito is a better fit for most skin types on this page, achieving a Superior routine fit for dry, sensitive, and mature skin compared to Beauty of Joseon's High or Average levels. Both brands feature fragrance-free formulas, but Purito focuses heavily on soothing and barrier-supporting care.

What is the difference between Beauty of Joseon and Purito?

Beauty of Joseon and Purito both offer fragrance-free skincare, but Purito has a Superior routine fit for more skin types, including sensitive and mature skin. Beauty of Joseon stands out for targeting dark spots and providing a radiant glass skin glow, while Purito focuses on lightweight, soothing, and barrier-supporting moisturizers.

Beauty of Joseon or Purito for dry skin?

Purito is a Superior fit for dry skin, while the products on this page by Beauty of Joseon have a High routine fit. Both brands offer fragrance-free formulas, but Purito stands out with its soothing and barrier-supporting moisturizers.

Beauty of Joseon or Purito: which moisturizer is better?

Purito offers a superior routine fit for dry and sensitive skin with its moisturizers compared to Beauty of Joseon. Both brands provide fragrance-free options, but Purito focuses heavily on soothing, barrier-supporting, and lightweight moisturizers.

Which is more affordable, Beauty of Joseon or Purito?

The products on this page do not list pricing information, so it is not possible to determine whether Beauty of Joseon or Purito is more affordable.

Between Beauty of Joseon and Purito, which brand performs better for mature skin?

Purito performs better for mature skin, achieving a Superior routine fit compared to Beauty of Joseon's Average fit on the products on this page.

How do the founding years and corporate ownership of Beauty of Joseon and Purito compare?

Beauty of Joseon was founded in South Korea in 2016 and has been owned by Goodai Global Inc. since 2019, while Purito was founded in South Korea in 2017 and is owned by Corstone Capital as of 2022.

Which brand does better when it comes to calming redness and oil control?

Beauty of Joseon does better when it comes to calming redness and oil control, as noted in the review themes on this page.

Beauty of Joseon or Purito for oily skin?

Both Beauty of Joseon and Purito fit oily skin at a High level on Lovi. Reviewers note that the products on this page for Beauty of Joseon excel specifically in pore and oil control.

Beauty of Joseon or Purito: which sunscreen is better?

Purito fits dry skin better with a Superior Lovi rating for its Daily Soft Touch Sunscreen compared to the High rating for Beauty of Joseon's Relief Sun: Rice + Probiotics, while both sunscreens list no fragrance.

Beauty of Joseon or Purito for sensitive skin?

Both brands are a strong fit for sensitive skin, with Lovi rating Beauty of Joseon High and Purito Superior. Beauty of Joseon is well-liked for its gentle, non-irritating formulas, while Purito focuses heavily on soothing and calming moisturizers.

Beauty of Joseon or Purito for acne-prone skin?

Purito is better suited for acne-prone skin, as Lovi rates its routine as Superior compared to High for Beauty of Joseon. Both brands feature fragrance-free products on this page, but Purito's line frequently emphasizes soothing and acne-safe moisturizers.

Research behind their key ingredients

Behind this comparison

Lovi compares products by their fit scores, calculated from the full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

  • Nadia Kapleva, MS

    Nadia Kapleva, MS

    Co-founder, Medical Director

    Cosmetic chemist, cosmetologist, aesthetic products developer

  • Alexey Shagraev, PhD

    Alexey Shagraev, PhD

    Co-founder, CEO and CTO

    PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex

  • Dr. Sofía Perea Pérez, MD, MSc

    Dr. Sofía Perea Pérez, MD, MSc

    Medical Board

    Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine

  • Aishani Shah, MD

    Aishani Shah, MD

    Medical Board

    Specialist dermatologist, MBBS, MD, IFAAD

  • Asya Zubkova, MS

    Asya Zubkova, MS

    Medical Board

    Cosmetic chemist, SCS, IFSCC member

  • Hanna Kurets, MD

    Hanna Kurets, MD

    Medical Board, Medical Advisor

    Dermatology MD

  • Elina Nazarenko, MD

    Elina Nazarenko, MD

    Medical Board

    Dermatology and diagnostic consultant

  • Victoria Derkova, MS

    Victoria Derkova, MS

    Medical Board

    Cosmetic chemist, cosmetic development technologist

How does it fit your skin?

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