Relief Sun, Glow Serum, Dynasty Cream, Ginseng & Retinal Serum, and more than 20 other Beauty of Joseon products are now available across PSP stores.
The globally renowned Korean beauty brand Beauty of Joseon has selected PSP as its official partner in the South Caucasus region.
Beauty of Joseon’s story is inspired by the beauty culture of Korea’s Joseon Dynasty. Drawing on this heritage and reinterpreting it through a modern lens, Beauty of Joseon was created to combine traditional Korean ingredients with modern, high-performance formulations.
One of the brand’s signature products, Relief Sun, quickly became a standout favourite, introducing a new approach to everyday sun protection and becoming a key driver of Beauty of Joseon’s international popularity.
Traditional Korean skincare ingredients hold a special place in Beauty of Joseon’s formulations, including ginseng, rice, green plum, propolis, red bean, and mugwort – a botanical ingredient known for its soothing and antioxidant properties. Beauty of Joseon combines these traditional ingredients with modern active components, including niacinamide, retinal, alpha-arbutin, and other advanced skincare ingredients.
The brand’s portfolio covers almost every essential step of a skincare routine – from cleansers, toners, and essences to serums, moisturisers, masks, and sunscreens. Beauty of Joseon transforms what can often be a complex, multi-step routine into a simple, enjoyable, and effective skincare experience.
Beauty of Joseon’s exclusive availability at PSP in Georgia allows customers to discover one of the most sought-after brands in modern K-Beauty in one place, with access to authentic skincare products and the ability to choose products tailored to their individual skin needs and everyday routines.
As a leading company, PSP has been selected by Beauty of Joseon as its exclusive partner not only in Georgia but across the entire South Caucasus region. Through this partnership, PSP continues to offer customers the widest selection of Korean beauty brands in Georgia, including Missha, Mizon, A’pieu, Village 11, Dermafirm, Manyo, Round Lab, and COSRX,” representatives of PSP state.
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