How Beauty of Joseon Uses Lifestyle Storytelling to Connect With its Core Customers
Blog
5 Min Read
Some brands sell products. Beauty of Joseon sells a lifestyle rooted in slow beauty, cultural elegance, and skincare education. Their Shopify site seamlessly blends editorial storytelling with direct-to-consumer commerce, creating an experience that feels personal, intuitive, and conversion-focused. For beauty and wellness brands, it's a standout example of how to connect deeply with your core customer—by leveraging content that reflect their values, routines, and aspirations.
Lifestyle Video in Hero With Relatable Talent
Rather than simply featuring products, the brand opens with a video showing a relatable character—a modern mom in New York using their products. This sets an emotional tone, builds empathy, and answers an important question for new users: “Is this for someone like me?”
Dedicated Landing Page That Reflects the Core Customer's Concerns
Beauty of Joseon doesn’t just say who their product is for—they show it, with a fully shoppable editorial page that follows one woman’s real-life routine. It’s a thoughtful blend of lifestyle, narrative, and UX that helps the customer see themselves in every scene, while moving them closer to purchase.
Skincare Conditions Drive Category Browsing
Instead of just listing products, Beauty of Joseon helps customers shop by skin concern—think dryness, uneven tone, and dullness. This educational framing meets shoppers at the reason they’re on your site to begin with: they want to fix something, not just browse.
Shoppable UGC With Clean Editorial Layout
They blend high-quality UGC into their layout seamlessly—keeping the design elevated but the content relatable. What we love most is how this content is shoppable, creating a loop from discovery to action in one scroll.
How You Can Apply This to Your Shopify Site
Whether you’re a skincare brand rooted in tradition or building for the modern beauty consumer, here’s what you can take away:
Use real people to tell your brand story. Whether it’s a founder, mom, or customer—put their face, name, and routine up front.
Leverage your commercial content beyond ads. Use it to drive more than awareness—turn it into a custom shopping experience. Day-in-the-life visuals, customer interviews, and narrative landing pages can connect emotionally while guiding shoppers toward purchase.
Guide the shopper by skin concern, not product type. It makes the experience more intuitive and builds confidence for first-time shoppers who may not know where to start.
Work With Us
If you’re a beauty or skincare brand looking to get more return from your investment in commercial content and UGC, we help turn campaigns into high-performing, story-driven shopping experiences. Reach out to us and we’ll help bring this level of polish, conversion thinking, and brand depth to your store.
