— · Serum
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4.8
431 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Brand trust & reputation
Many reviewers say 'Beauty of Joseon never disappoints' and buy based on prior positive experience with other BoJ products.
Ingredient reputation (Propolis + Niacinamide)
Consumers specifically cite the propolis and niacinamide combination as a reason for purchase, associating it with calming and brightening benefits.
Repeat/repurchase loyalty
A large number of reviews explicitly state this is their 2nd, 3rd, or 4th+ repurchase, indicating strong retention.
Travel-size bonus mini included
Several buyers mention the included 10ml travel size as a deciding factor and a reason they keep repurchasing the set.
Recommendations (word of mouth, influencer, even AI)
Reviewers mention buying because a friend, family member, influencer, or even a ChatGPT suggestion recommended it for sensitive/problem skin.
How they use it
Applied after toner, early in routine
Reviewers commonly use it as the step right after toner/cleansing, before moisturizer or other serums.
Small amount per use
Skin concerns raised — and how the product addressed them
✓Reviewers consistently report the serum delivers lasting hydration without heaviness, often citing all-day or overnight moisture retention.
✓Many acne-prone users report fewer breakouts, calmer skin, and reduced severity of pimples with regular use.
✓Numerous reviewers note visible fading of post-acne marks, sun spots, and hyperpigmentation after several weeks to months of use.
Points to note
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Most reviewers note that only 2-4 drops are needed for the whole face due to a concentrated, slightly viscous texture.
Day and night use
Many use it in both morning and evening routines, with some preferring night use due to the thicker feel.
Layered with other products
Users layer it with other Beauty of Joseon items (e.g., Dynasty Cream, Glow Deep Serum) or other niacinamide/retinol products.
Used as a makeup primer/base
Several reviewers apply it before makeup, citing improved makeup application and a natural glow finish.
✓Users with sensitive or rosacea-prone skin report the serum calms redness and does not cause stinging or irritation for most.
✓A subset of reviewers claim the serum helps minimize the appearance of pores over time, though effects are described as subtle.
Concerns and outcomes summarized from reviews; percentages are approximate.
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