Inspired by the beauty rituals of the illustrious Joseon Dynasty, the popular K Beauty brand blends traditional Korean ingredients and methods with modern skincare technology. The formulations draw from the rich heritage of "hanbang," traditional Korean herbal medicine, known for its remarkable healing properties. The carefully curated herbal ingredients such as ginseng, heartleaf extracts, plum flower water and rice bran water find their way into their best-selling serums to their cult favourite sunscreen.