Beauty of Joseon Recognized by Euromonitor International as the Global No. 1 K-Beauty Suncare Brand in Online Sales

Beauty of Joseon has been named the Global No.1 K-Beauty Suncare Brand in Online Sales by Euromonitor International, based on 2025 global e-commerce retail data. The recognition marks a significant milestone for the Hanbang-rooted brand, which has rapidly expanded across North America, Europe, and Southeast Asia since its acquisition by Goodai Global in 2019.

Why Does This Matter for Beauty Brands?

The suncare category is growing fast, with the global market reaching approximately 18 billion USD in retail value sales in 2025, with an 11% CAGR between 2020 and 2025. Beauty of Joseon's rise to the top of that category online is a signal brands shouldn't ignore. Its success was driven not by legacy retail presence, but by organic consumer reviews, TikTok and Instagram content, and a hero product — Relief Sun — that connected directly with global shoppers through digital channels. For emerging brands, this is proof that a focused, digital-first strategy can compete with established SPF players, if the formulation and packaging are right.

What Packaging Trends Does This Accelerate?

Beauty of Joseon's category leadership is closely tied to how its suncare products are packaged. Its lineup spans formats matched to distinct consumer needs: fluid bottles for daily routines, a lightweight aqua-texture variant for warm climates, and a portable matte sun stick for on-the-go application. Each format is compact, social-media-friendly, and visually minimal. Euromonitor's own market data points to texture innovation as a key growth driver, with serum-like, no-white-cast formulas leading consumer demand. For brands building a competing line, format diversity is the strategy: squeezable tottles for fluid SPF serums, and purpose-built sun sticks for portability.

How to Source Packaging for This Trend

Suncare packaging demands precision – UV-stable materials, airtight closures to protect SPF actives, and formats designed around lightweight gel and fluid textures. Two formats stand out: tottles for their squeezable, easy-dose delivery of fluid SPF formulas, and sun sticks for their portability and no-mess application.

Samhwa Korea, one of the leading K-beauty packaging manufacturers, offers a dedicated range of sun sticks on Impacked. Their products include oval airtight PP sticks, refillable slide-in cartridge formats, and peanut-shaped applicators purpose-built for sunscreen.

For fluid and hybrid SPF serums, Choebe Group offers an extensive range of tottles. Hanging loops for keychains, squeezable, easy-dispense alternative suited to the travel sizes that drive so much K-beauty suncare discovery online.