Beauty of Joseon Comes to LA: What You Missed at the 'Rice Wonderland' Pop-up

Beauty of Joseon (BOJ), the beloved skincare brand out of South Korea, came to Los Angeles last week with an exclusive K-Beauty pop-up event dubbed "Rice Wonderland." This event celebrated the skincare benefits of rice, featuring an immersive 'Rice Bar,' an exploration of rice-based tester products across (almost) their entire line, and exclusive offers for in-person attendees.

Beauty of Joseon brought ancient Korean beauty rituals to Los Angeles, showcasing the timeless elegance of rice in skincare. Here's what you missed:

Event Highlights

The Rice Wonderland 2024 event ran between November 8th and November 16th, transforming an empty storefront in the heart of West Hollywood's design district into a vibrant and immersive K-Beauty experience. Inside was a showcase of Beauty of Joseon's skincare philosophy, blending ancient rituals and modern skincare, with unique experiences like:

• Immersive Rice Bar: Highlighting the versatility of rice, the Rice Bar offered refreshments like rice milk and pastries
• Sunscreen Lounge: Featuring their newest launch, the Daily Tinted Fluid Sunscreen, the BOJ Sunscreen Lounge offered live color-matching across 12 skin shades, so you can find your perfect match
• Exclusive Offers: In-person attendees enjoyed special discounts on all products with RSVP, and sample-sized gifts with purchase

The atmosphere was charming and thoughtfully designed, emphasizing the natural and cultural heritage of Korean beauty, while giving attendees an engaging and memorable experience. Brand representatives were welcoming and knowledgeable, with a greeter offering each group of entrants a short introduction to BOJ's brand history and product philosophy.

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About the Brand

If you aren't familiar with Beauty of Joseon, their LA debut was a perfect introduction to the brand, offering insights into its origins and philosophy. The Beauty of Joseon brand story highlights the use of "Hanbang" ingredients, which are traditional Korean herbal remedies used in beauty solutions, inspired by the aesthetic knowledge of the Joseon Dynasty which dates back as early as the late 14th century.

Hanbang is a mix of traditional Korean medicine using herbal medicine focused on wellbeing.

At the core of BOJ's formulations are simple, effective ingredients like rice, ginseng, and herbal extracts. Their products are cruelty-free, free from artificial fragrances, and mostly vegan (though not all items are).

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My Beauty Picks from the Event

Beauty of Joseon’s products stand out for being both affordable and thoughtfully formulated. Most of their products range between $18 to $25, making them accessible while incorporating holistic ingredients in well-developed formulas. During the event, BOJ offered in-person attendees an exclusive 20% discount on purchases, which was also extended online.

I decided to pick up two products that caught my interest after testing them out and chatting with a brand representative at the pop-up:

Revive Eye Serum: Ginseng + Retinal

I was particularly interested in their Revive Eye Serum which combines ginseng and retinal into an under-eye complex designed to brighten and rejuvenate. According to the brand representative and their website, ginseng root extract helps moisturize, while retinal — a stabilized form of retinol — promotes collagen synthesis and cell regeneration to address fine lines. I plan to review this product over the next month and share my results.

Light On Facial Serum: Centella + Stabilized Vitamin C

Next, I really liked the feel of their Light On Facial Serum  Scentless, with a smooth finish that didn't leave my skin feeling greasy like most other Vitamin C serums. According to BOJ, this is due to the stabilized Vitamin C, which allows for faster absorption with less irritation. The centella in this formula helps also to soothe and moisturize, making it a great option to soften my skin. I'll be testing this product over the next month to see the results.

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Final thoughts

Overall, the Beauty of Joseon pop-up was a wonderful experience that showcased the brand's dedication to merging traditional Korean beauty wisdom with modern skincare needs. The thoughtfully curated space, the helpful brand reps, and the hands-on opportunities to explore their products made this event truly memorable.

I’ll be following up with an in-depth review of the products I picked up after incorporating them into my routine for a few weeks. My focus will be on how they work individually and as part of a broader skincare regimen, with particular attention to how the retinal eye cream helps with fine lines and whether the vitamin C serum delivers on its promise of brightness without irritation. Stay tuned for updates!

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