Beauty of Joseon Emphasizes Chuseok Ingredients for Its TikTok Favorites

Why it matters

Beauty of Joseon uses Chuseok to place its products inside a story of Korean seasonal tradition and ingredient heritage. The emphasis on “traditional Korean ingredients” adds provenance to familiar products, inviting existing customers to re-read them as cultural objects with a specific origin. That matters because the brand’s global recognition has been built on making Korean skincare codes feel legible, and holiday content extends that education by framing products through occasion and origin. On TikTok, where Beauty of Joseon products are often discussed through texture and efficacy, this asset redirects attention toward harvest rituals and food as the context for beauty. The decision aligns with a wider K-beauty pattern of using seasonal holidays to communicate authenticity to international audiences, but this remains one post, not a new visual identity. Strategists should watch whether subsequent Beauty of Joseon content continues this seasonal framing built around ingredients or returns to education centered on products.